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SLEEPING MASTER
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1. Executive Summary
1.1 The Opportunity
Now the day, the many people is suffering the problem of insomnia that cause by
stress and headache. Beside that the neck pain after wake up cause by inappropriate
ways of sleeping with unsuitable pillow also is the main problem of sleeping that face
by the people. At last, the standardize pillow in the market also does not suitable to all
consumer.
1.2 Description of Business
Sleeping Master is in its startup stage, which is pillow specializing in the bedding
industry. Sleeping Master will be establish at Lot 003, Ground Floor, Mid Valley
Megamall, which is one of the most popular shopping place at Kuala Lumpur.
Sleeping Master doing the business of selling customization healthy pillow that can
solve the sleeping problem such as insomnia, neck pain and other sleeping problem,
besides that Sleeping Master also help consumer to produce their dreamed pillow
follow the preference, lastly Sleeping Master is selling some special function, design
and feature standardize pillow.
1.3 Competitive Advantage
Sleeping Master is using differentiation as sustainable competitive advantages.
Sleeping Master try to look for competitor product, highlight their mistake and
improve it, this will ensure our company will not having the same mistake. Besides
that, Sleeping Master will collaborate with some company which these companies
serve as the constant supplier for Sleeping Master. Lastly Sleeping Master will also
collaborate with expert and doctor to create the pillow that will help improve sleeping
quality.
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1.4 Target Market
The target market group that Sleeping Master target is the middle income group,
because the group of people has great potential. Other than that, Sleeping Master also
targets the group that facing the sleeping problem such as insomnia, snoring, neck
pain.
1.5 Management Team
Sleeping Master is comprised with four members.
Table 1.1 Management Team Members
Name Position
Wong Shiu Yuen General Manager
Foo Yih Shiou Sales and Marketing Manger
Chai Wui Xuan Finance and Administration Manager
Ong Kean Haw Operation Manager
1.6 Brief Summary of the Financial Projections
Table 1.2 Yearly Sales and Profit
Year Sales Profit
2012 1,854,720 356,873
2013 2,040,430 542,177
2014 2,244,660 647,745
The startup capital for Sleeping Master is estimated as RM 400,000. The estimated
payback period is about 1.06 year.
1.7 Description of What Business Need
Each Partner of Sleeping Master will contribute total amount of RM400,000 as a
startup capital for the business. The capital is mostly use for the purchase of assets
such as machinery and equipment, furniture and fitting, electronic application, vehicle,
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software application and renovation. Beside that Sleeping Master also need to prepare
some money to pay the rental of the retail outlet at Mid Valley Megamall.
1.8 Exit Strategy for Investor
The legal stockholder of Sleeping Master can transfer their share to other stockholder
or other investor by signing a private agreement or sell their share in order to exit the
business. The legal stockholder can also sell their entire business to other investor
who is interested to the business. At last, the legal stockholder of Sleeping Master can
apply for liquidate the company when the company is facing continuous loss or there
is no longer competitive advantage in the market.
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2. The Business
2.1 The Description of the Business
2.1.1 The name, logo, and location of the business
Company Name
Sleeping Master, which is the name of our company. The company‟s name
came from the idea of becoming the leader in the bedding industry. We
decided to use Sleeping Master as our company name instead of other name is
for the purpose of our future plan to expand into other bedding product line.
Company Logo
Figure 2.1: Business Logo
Source: Develop for research
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The company logo designed in a simple concept that the blue moon and night-
sky as a background can give people a sleepy feel and also suit to our bedding
product. It is an easy recognized logo, which give a high product identification
on our business. The color use is mainly in blue and yellow because it will
give people sleepy feel. This logo will be used exclusively on our outlets,
factory, and also our business cards, t-shirt.(Appendix A)
Location
Sleeping Master is located at Lot 003, Ground Floor, Mid Valley Megamall.
Mid Valley is located at bustling place, which it provides a huge number of
crowds every day. Our factory is located at Jalan PJS 3,Selangor and it is not
that far from out outlet. (Appendix B)
Figure 2.2: Business Location
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2.1.2 Nature of the product
Currently, we offer three types of pillow categories which include the
customized cervical pillow, imported pillow and customized pillow in any
size and shape. Basically, material of our customization pillows consists of
foam, cotton, feather and also polyester fiber.
For the imported pillow, we will buy the pillows with the special function and
technology from overseas. This type of pillow category has the specialty of
function which is rare in local country or don‟t even exist in local country.
For customized cervical pillow, we complete the product with the help from
expert in taking physical data and preference from customer, and thus convert
the data into useful information before send to the factory. The function of
cervical pillow is not only restricted in reducing neck pain and snoring,
however, it reduces the problem of headache and stress by using the fragrance
of leaves and flowers.
The third category is the customized pillow in any size and shape. We provide
this category to those consumers who have their own preference on pillow and
design the pillow based on their preference.
2.1.3 Company Missions and Objectives
The mission of Sleeping Master is to customize the best pillow, full of quality
and let customer enjoy their sleeping time. Sleeping master has to maintains
quality of the pillow and make sure it provide best performance to customer,
let them enjoy their sleep.
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The objective of Sleeping Master consists of three main parts.
First, the objective of Sleeping Master has to maintain its quality and
reach the ISO standards.
Second, the objective of Sleeping Master is to establish the brand
awareness, recognition and image to the public. It is because the Sleeping
Master is a new venture in the market, which is lack of awareness.
Third, Sleeping Master have need to control the quality to ensure customer
satisfy after they purchase pillow from Sleeping Master.
Besides that, Sleeping Master also cares about the service and the
relationship with customers and also suppliers. We try to provide best
service as we can and hope that can gain a positive mindset to customer let
them feel great of our product.
2.2 The Opportunity
2.2.1 Problem to solve or need to be filled
Now days, a lot of people is having insomnia because of headache and over
stress. Moreover, some of them are having insomnia due to the snoring
problem of their partner.
Second, the inappropriate ways of sleeping with unsuitable pillow has causing
them to experience neck pain and headache on the next day they wake up.
We found that the standardize product on the current market doesn‟t fit with
everyone as different consumer has their own different preference on a
particular product.
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2.2.2 How the proposed business solves the problem or fills the need
These problems have provides us an opportunity to start our business plan.
First, we will collaborate with a cervical expert to customize a cervical pillow
which can support their neck and reduce the neck pain and headache.
Besides, a pack of the fragrance of leaves and flowers is put inside the pillow
and those fragrances act as the solution to different problem. For instance,
individual with over stress problem can use the lavender fragrance to reduce
stress which has the function of relaxing body, mind and emotion.
Due to the different preference on pillow, we have come out with the pillow
customization in any size and shape which suit to their preference.
2.3 Competitive Advantages
2.3.1 Description of the business model
Core Strategy
The core strategy of Sleeping Master is focus on customer requirement on
pillow, and we will fulfill customer‟s need and also provide service to
customer based on one on one basis. Sleeping Master doesn‟t allow the staff
to serve more than one customer on one time. So they can be more focus on
the particular customer‟s needs and can also have an immediate feedback
from them.
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Strategy Resources
Sleeping Master located at a lively place where at Kuala Lumpur town, which
is in Mid Valley Megamall. According to an officer from Mid Valley, there
are around 30 million visitors per year which will spend their time shopping at
Mid Valley Megamall. Population around that area is huge enough and can
increase the possibility of people to step inside our outlet in Mid Valley
Megamall. Besides that, Sleeping Master emphasizes on quality for every
single pillow, the double-checking on stages of pillow processing has
provided a better quality of products.
Partnership Network
Sleeping Master will collaborate with some company which these companies
serve as the constant supplier for Sleeping Master. Besides that, Sleeping
Master also will collaborate with the expert and doctor who are specialization
of medical knowledge.
Customer Interface
Sleeping Master have an outlet where located near town of Kuala Lumpur, so
customer can direct walk into the outlet and enjoy the service provide by
Sleeping Master. Moreover, Sleeping Master also has its own website which
provides the latest news and events on Sleeping Master and throughout the
website, customer is able to provide a feedback on our business.
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2.3.2 How the business will create sustainable competitive advantages
Beside the competitive advantages, Sleeping Master use differentiation as
sustainable competitive advantages. Sleeping Master try to look for
competitor product, highlight their mistake and improve it, this will ensure our
company will not having the same mistake.
2.4 Current Status and Requirement
2.4.1 Description of the Business Stands Today and What the Business
Needs to Move Forward (Projected milestones is required)
No. Task Name Duration
(Days)
Start Finish
1 Project Presentation and
approval
5 01-Jun-2011 5-Jun-2011
2 Raise and Receive of fund 15 6-Jun-2011 20-Jun-2011
3 Acquire retail store &
manufacturing factory
5 21-Jun-2011 25-Jun-2011
4 Registration of company name,
trademark and product
licensing
30 26-Jun-2011 25- July-2011
5 Searching renovation
contractor
20 26-July-2011 15-Aug-2011
6 Renovation and furnishing
(Retail store & manufacturing
factory)
77 16-August-2011 31-Octorber-2011
7 Set company regulation,
policies and procedures
10 1- September -2011 10- September -2011
8 Search, Negotiate & sign
business partner and supplier
20 11- September - 30- September -2011
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agreement 2011
9 Job Vacancy, recruitment &
training of employee
20 1-October-2011 20-October-2011
10 Purchasing & travel physical
assets
11 21- October -2011 31- October -2011
11 Arrival of stock 3 1-November-2011 3-November-2011
12 Set up communication network 15 1-November-2011 15-November-2011
13 Setting up retail store &
manufacturing factory
30 15-November-2011 15-Decemmber-2011
14 Advertising & promotion 5 20-December-2011 25- December -2011
15 Pre-commencement
preparation (Retail store &
manufacturing factory)
16 16- December -
2011
31- December -2011
16 Commencement of retail store
and manufacturing factory
1 1-January-2012 1-January-2012
Table 2.1: Projected Milestones for Pre-Commencement
Figure 2.3; Gantt Chart
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3. INDUSTRY ANALYSIS
3.1 Industry Description
3.1.1 Industry Trend
The Malaysia furniture and home furnishing industry has undergone a great
deal of change today. It had worked from the domestic cottage-based
production until gearing into high technology production capacity. Furniture
industry has the variety of product category and one of the famous categories
is the bedding products. In another word, the bedding industry is one of the
elements in the furniture industry. From the United States research, the
bedding products is the most important category products from furniture
industry that contributes this industry be the most profitable sector as same as
in Malaysia.
The manufacturer furniture industry is going downturn due to the worldwide
economic crisis in 2008. But, it had been recovered by the stimulus program
and economic plan of government. It showed the furniture industry is
continuously supported by government especially domestic companies want to
expand and diversified into foreign country (Malaysian Industrial
Development Authority, 2009). Its industry also has been driven by the large
inflow of investment from local and foreign investor to build up construction,
hotel, medical and hospital service and also the tourism area. The demand of
bedding products will increase directly.
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Figure 3.1 Malaysia‟s Import Trade of Furniture
Source: Malaysia Furniture Promotion Council
The demographic factor also drives the growth of bedding industry. It is
because of increasing of quality of living style and populations have
contributed to the increasing in the need for bedding product grows
proportionally.
Nowadays, the Malaysians also are aware on their sleeping quality compared
to the foreign countries such as United State and Japan. They are willing to
spend more expenditure on purchasing the healthier, features and high-tech
bedding product for achieving high standard of sleeping environment
(Business Times, 2009). The healthy of human would be influenced by the
sleeping quality and the sleeping quality can be improved if the consumer are
using a better bedding products that can encounter the personal healthy
problem and body problems in sleeping such as cervical stiffness, headache,
arm pain and others problem (Gordon, Grimmer-Somers & Trott, 2010). The
consumer also expected to purchase high durable and eco-friendly products.
0.00
200.00
400.00
600.00
800.00
1,000.00
1,200.00
1,400.00
1,600.00
2004 2005 2006 2007 2008 2009 2010
Malaysia’s Import Trade of Furniture From 2004- 2010 (RM Milllion)
Malaysia’s Import Trade of Furniture (RM Milllion)
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Economic factor
Table 3.1: Economic indicator of Malaysia
2006 2007 2008 2009 2010
Consumer
Expenditure
(US$ million)
69,391.06
83,990.98
98,867.62
94,748.64
100,364.38
Annual Gross
Income
(US$ million)
108,721.22
132,418.06
157,145.61
150,413.37
159,353.67
Disposable
Income
(US$ million)
81,803.24
99,266.41
117,238.54
112,627.75
119,549.43
Source: http://www.euromonitor.com/factfile.aspx?country=MY
The global economic crisis between year 2008 and 2009 not affect the overall
purchasing and spending power of citizens in Malaysia. The overall consumer
expenditure of Malaysians has increased annually. It showed consumer was
willing to consume goods and services to lead their higher life quality. From
the research by Synovate, 55 percent of the young generation of Malaysians
aged between 25 and 34 don‟t mind paying extra in order to obtain good
products and services.
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3.1.2 Industry size
Table 3.2: Statistics of Furniture Manufacturing Industry
Year 2004 2005 2006 2007
Numbers of establishments 1409 1793 1999 2070
Value of gross output (RM
million)
8966 10186 10842 11799
Cost of Input (RM million) 6897 7786 8296 9156
Employments 78173 88337 90708 104484
Source: Department of Statistics Malaysia.
The number of establishments and employments also showed the wellness of
trend in furniture and bedding industry. According to Malaysia Performance
Industries Report 2009 from Department of Statistics Malaysia, the increasing
of establishments and value of gross output has showed the good earning
prospect the industry.
Table 3.3: Approved Furniture and Fixture Manufacturing Industry
Year 2008 2009
Number of Approved Project 45 31
Employment 4605 2696
Domestic Investment (RM Million) 197.9 132.5
Foreign Investment (RM Million) 17.8 42.1
Total capital of Investment (RM
Million)
215.6 174.6
Source: Malaysian Industrial Development Authority
In 2008, the establishment of the furniture and fixtures manufacturing industry
also have good growing trend which have the 45 project approved in this
industry and showed by Malaysian Industrial Development Authority (MIDA).
It proven that the demand and need in markets of Malaysia was increased and
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have good business opportunity for domestic markets. However, the
slowdown in world economy cause the global financial crisis adversely affects
the furniture and fixtures industry in 2009 (Malaysian Industrial Development
Authority, 2009). This factor might cause this industry slowdown, the number
of the establishment project had dropped by 14 project from 2008 to 2009 and
the employments also reduced by 1909 person from 2008 to 2009. Thus,
Malaysia Government has announced RM16.2 billion economic stimulus
packages to recovery the economic recession and restores the consumer and
investor confidence. So, the demand and need of furnishing and furniture
products can be recovery as soon as possible. It also can be stimulated by
employment rates and income of Malaysian has been increased too.
So, our business has good opportunity and prospects with customized and
self- manufacturing service to suit the special personal need of consumer. It
can directly help consumer to solve the problem of sleeping without medical
solution. Other rivals are followed the traditional approach to produce the
standardized products. We have the competitive edge or significant
competitive point to against other rivals to build acceptance and create
significant differentiation point from the consumer view.
Besides that, the consumer characteristics also contribute the increasing of
demand of market in this industry. The increasing of population in Malaysia
also will rise up the number of potential of our targeted group are looking on
the special bedding products. It has contributed the demand of market directly.
Our business also focuses on the people from the urban area and the fastest
growing metropolitan region in the Malaysia which is located in Kuala
Lumpur. It is the most developed city in term of population and economy. The
tables below show the population in Malaysia, Kuala Lumpur and other
district authority‟s areas in Kuala Lumpur.
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Table 3.4: Population in Wilayah Persekutuan, Kuala Lumpur
Year 2006 2007 2008 2009 2010
Population 1,641.4 1,662.6 1,683.10 1,703.1 1,705.6
Source: Department of Statistics Malaysia
Table 3.5: Population in Major District Area, 2010
District Population (million) Population
Density (per
sq.km.)
Median Age
(Years)
Federal Territory of
Kuala Lumpur
1722.5 7089 31.3
Petaling (Subang
Jaya, Petaling Jaya
and Shah Alam)
1508.9 3012 30.1
Hulu Langat
(Cheras, Ampang
and Kajang)
1149.6 1369 29.8
Source: Department of Statistics Malaysia
Table 3.6: Population of District Authorities Area to Mid Valley Megamall, 2010
District Authorities
Area
Population
(„million)
Subang Jaya 743
Petaling Jaya 583
Kajang 577
Ampang Jaya 142
Source: Department of Statistics Malaysia
Our business will focuses on Klang Valley market. The Sleeping Master retail
store is located on the Mid Valley Megamall which is one of the most famous
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shopping mall in Malaysia. It had attracted an average 30 million shopping
visitor annually from all range income level of people. It can help us easily to
meet our potential customer. The mid valley megamall is surrounding by four
high density of population area: Subang Jaya, Petaling Jaya, Kajang and
Ampng Jaya. These areas are full with the high and middle income level of
people and household population which are targeted as our potential customer
group.
According to Malaysia Economic Planning Unit, there have 61.3% of peoples
have the income level of RM2500- RM5000 in 2007. Besides that, it also can
be proven that the average income of household in the urban area is between
RM4000-RM4500 which is stated from Malaysian Employers Federation
Salary and Fringe Benefits Survey 2007 (Refer to Appendix). Thus, we
believe household group as targeted group because of their expenditure on
personal care and household products is high, and then it will contribute the
Sleeping master potential profits. From our developed concept testing survey
focus on urban area, the result showed that there have 82.15% of respondents
are willing to purchase customized products.
Table 3.7: Insomnia group and health problem from sleeping of Malaysia
Country Extrapolated
Prevalence
Population Estimated
Used
Malaysia 2,767,350 23,522,482
Source: Health Grades (CureResearch.com)
Besides that, insomnia is the very common disorder which means as the
inability to sleep or maintain sleep of human natural process. According to
Health Grades organization research for Statistics by Country of Insomnia,
there have 2,767,350 Malaysian have the problem of insomnia; it is almost 10%
of the population in Malaysia. Every person from all ages can be affected
without considering his or her gender. It has three types of insomnia which are
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transient insomnia, short-term insomnia and chronic insomnia. Under the
news of Sleepless in Kuala Lumpur (The Star, 2009), the chronic insomnia
occurs in 10% of the population in the urban area. It proven that many of
Malaysians have inability of sleeping. So, they need the more innovated
equipment to help them to solve this problem. All of these factors notice that
there have great opportunity and potential to our business should to be
explored. The sleep deprivation as sleeping problems also happened in about
one out of five peoples which means fail to get enough sleep (American
Academy of Sleep Medicine, 2008). According to Nielsen global health
survey, it also found that headaches, colds, sleeping problems and back ache
are the most common ailments of the world‟s consumers which is nearly 42%
people of respondent has suffered its problem. It has proven that its insomnia
and sleeping problem groups has high potential to be Sleeping Master
customer in order to solve their sleeping problems.
3.1.3 Industry Attractive
Table 3.8: Michael Portal 5 Forces Model of Bedding Industry
Porter Five Forces Industry Threats
Pressures
Low Moderate High
Threats of new entrants √
Bargaining power of buyers √
Bargaining power of
Suppliers
√
Threat of substitutes √
Competitive rivalry √
Source: Develop for the research
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Threat of new entrants
The threat of new entrants is quite moderate in the bedding industry. It is
because the cost of start-up this business is high that may need to obtain quite
large capital to build up the overall process and manufacturing plant. But, the
demand of bedding market is grows and expands too rapidly. It also becomes
more attractive when the changing of consumer needs, preferences and quality
in the bedding products. The consumers are willing to switch to other products
which are more functional and feature. Thus, it already make the barrier to
entry is moderate. We believe that our customized approach is hard to mimic
and able to establish the brand loyalty and recognition among consumer in this
market.
Bargaining power of buyers
The buyers have medium significant power and influence on this bedding
industry. It is because the cost of switching to other rivals products is quite
low. There is many of established firm have capable to offer similar
standardized products such as Dreamland and Sweet Dream. The buyers also
can easily to gather information about quality, price and features of products
to compare with each others. The customized product also is limited and
scarce in bedding markets. So, we believed that our customized pillow can
fulfill to different of needs and preferences of targeted groups. There is only
option of buyers to get customized products from specialist group as same as
customized service that we offer. And these buyers also have high price
sensitive as household user also willing to spend on the high functional
product and service at reasonable price.
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Bargaining power of Supplier
The bargaining power of supplier is low in this industry. With the support of
the internet and network technology, the material and resources for producing
the customized pillows can be easily obtained such as form and polyester can
get from China and Indonesia. And the standardized pillow that we offer also
can be obtained directly from the manufacturers. Our business also will be
stimulated by maintaining good relationship with the suppliers and
manufacturers which able our channels to get products to market faster,
increase quality, and improve customer satisfaction. We will find and choose
few number of the qualified supplier whose can match our production and
distribution channel. Thus, we will do the supplier certification and analysis
from important criteria such as price, quality, service, prompt delivery and
others. And we purchases materials from several different sources which can
help us to avoid the shortage of material when one of suppliers suffers the
catastrophe.
Threat of substitutes
The threat of substitutes is very low in this industry. Sleep is fundamental
process of human that transient reversible state of perceptual disengagement
from the environment which is average needs about 6 to 8 hours per day
sleeping (Pacific Sleep Centre, n.d). For performing the good sleeping process,
the bedding products are necessity and essential things for human. Thus, there
is no substitute product that able to replace the functional and feature of
sleeping pillow in human daily sleeping which is not readily available and
irreplaceable in this market. The buyers only can choose the types of
ingredient and material of the bedding product as they prefer it. Then, the
buyers also may prefer toward high performance, functional, quality of
bedding products.
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Competitive Rivalry
Competitive pressures among rival sellers usually are strongest of the five
forces (Thompson, A. A., Jr., Strickland III, A. J., & Gamble, J. E., 2010).
The competition rivalry is very intense and fierce in the bedding industry. The
industry already has few well-establish firm and offering the products that has
good standardized to match the demand in the bedding market. One of the
strongest competitors is the Getha Corporation which focuses on research and
development strategy to improve their product quality and able to offer wide
range of product line especially the pillow product. But, we confidently
believe that our customized approach able to build up competitive edge and
brand recognition which other rivals cannot easily to mimic and practice. The
products that we offer is wide range and focus on the pillow products which
will made by following the expectation of consumer and help the consumer to
encounter their sleeping problem directly.
3.1.4 Profit Potential
We will focus on the profit potential of the industry. With the continuous
growing of population of Kuala Lumpur, the needs of bedding products also
will grows at same time. According to the table, Sleeping Master also targeted
the middle income level of people and sleeping problem of Kuala Lumpur
citizen. These groups of people also will increase dramatically. By offering
the customization cervical pillow products, the consumer can use this type of
pillow to reduce their sleeping problem effectively.
The consumers have chance to custom the pillow with own unique preference
and expectation. Not only in functional expect, they also like to custom their
product by their own prefer in making pillow such as the shape, size, material
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usage and others. We also offer the special and unique pillow which might not
available in Malaysia. It can attract many of the potential customers that like
to purchase the special requirement to decorate their house and bedrooms.
With the shortening of sleeping time of working people in urban area, they
also will become our potential customer. They will like to purchase our
customized pillow that will help them improve the sleeping pillow effectively.
Then, the insomnia group also will be targeted that they may need the good
sleeping requirements to reduce their insomnia problem. Besides, we also will
focus on the potential customer groups who have the sleeping problem such as
such as unhealthier sleeping habits or position will cause a lot of disease
problems such as insomnia, cervical stiffness, headache, arm pain and others
problem. They might like to prefer this non-medical solution to help them
improve sleeping quality.
3.2 Targeted Market
We will segment our potential customer into two major categories which can helps us
to develop effective marketing plan to reach to them effectively.
3.2.1 Middle Income group
The Sleeping Master will target on the middle income group due to increasing
of population of Kuala Lumpur as same as increasing of middle income
groups. This group of people has good consumption and high expenditure on
health care products and also home furnishing products. And they also have
good well educated and knowledge about the health issues and willing to
spend on healthy products. By our customization approach, our pillow also
can help them to sleep in their own way and design any prefer way that they
like to sleep. It also drives them to purchase our products in order to increase
their health lifestyles standard and quality of sleeping. With busy life in city
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and work, they may likely to spend more expenditure to get better bedding
equipments to enhance their sleeping quality and environment.
3.2.2 Insomnia and sleeping problem patients
We also focus on this group who has the insomnia, sleeping problem,
headache, and cervical problem. Our product can be customized directly helps
them to solve their insomnia and sleeping problems. And we also can provide
the medical expertise support and advice to tem for helping them to choose
the right material and fragrance of cervical pillow. In the Kuala Lumpur as
urban area, there have one out of five person is suffered its problem which is
found by American Academy of Sleep Medicine. According to Dr. Y.L.M
report about sleepless in Kuala Lumpur, the insomnia will happened on 30 to
50% of the population. So, they normally willing to purchase our products and
services in order to solve their problems and improve their sleeping quality.
3.3 Competitive Position within Target Market
3.3.1 Competitors Analysis Grid
Table 3.9: Competitors Analysis Grid
Name Sleeping
master
Sweet Dream Getha Dreamland
Pillow Variety
High Moderate Moderate Low
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Pillow Product
Customization
Customize
Standardize
Standardize
Standardize
Brand Name
Recognition
Low High High Moderate
Accessibility Low High High High
Quality of
products
High High High High
Quality of
services
High Moderate Moderate Moderate
Price High Moderate High Low
Knowledge and
professional
High Moderate High Moderate
Product
Uniqueness
Unique Normal Normal Normal
A competitor analysis can helps the firm understand the position of existing
competitor and to capture the opportunity to gain competitive advantage in
different area. The table 3.9 illustrates the three main competitor of Sleeping
Master which is Sweet Dream, Getha, and Dreamland.
The grid show that Sleeping Master will compete directly with these
competitors on pillow variety, pillow customization, brand name recognition,
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accessibility, quality of products, price, knowledge and professional, and
product uniqueness. Our business intends to establish the advantage in term of
pillow variety and pillow customization. This advantage can give the great
differentiation point of product and service within existing market, And it also
can helps to satisfy customers who have different needs and wants in pillow
product.
Sleeping Master is new business and it is in the startup stage, so it has low
accessibility and low brand name recognition compared with other
competitors. We also will emphasis on high quality of product and high
quality of services. With customization process, Sleeping Master will provide
the excellent customer service to serve the customer based on one on one
basic. And we will produce the pillow based on customer requirements and
expectations. The main customized pillow product price that we offer is in
RM 250. If compared to competitor, our setting price is quite high. Sleeping
Master needs more cost to provide customization service with assisting of
medical expert.
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3.3.2 Positioning Map
Figure 3.2: Positioning Map
High
Low High
According to figure 3.1, Sleeping Master and its three main competitors are
positioned based on its pillow variety and customization and accessibility.
Sleeping Master targeted to provide good customized pillow in size, shape,
material and also healthy measurement with support of medical expert. We
provide high variety of pillow product line which can attracts the customers
who have special preferences and needs in pillow products among the
competitors. Our business has low accessibility to reach to potential market
from positioning with competitors. For this reason, we have provided the
company website in order to increase the degree of our product and service is
available to more and more people.
Sleeping
Master Getha
Sweet
Dream
Dreamland
Accessibility
Pillow Variety/
Customization
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4. Marketing Plan
4.1 Product/ Service Feasibility analysis.
4.1.1 Full description of product or service offer.
In Sleeping Master, we provide the product and service as below:
Customization of Cervical Pillow
In Sleeping Master, we provide the customized cervical pillow to the
consumer. The pillow is customized based on the physical information on
customer in size of head, spinal traction, their current sleeping problem and
the sleeping way of them. The ways of sleeping include a normal sleeping
way and side-way sleeping.
Customized Design Pillow in Any Size and Any Shape
We also produce the service of produce the pillow based on customer
requirement and preference in design of size, shape and also the filling of
pillow. For instance, an arm-shape pillow, which can served as the substitute
of their boyfriend‟s arm.
Imported Pillow
Beside of customized cervical pillow and design pillow, Sleeping Master also
provides some special and unique pillow which is imported from other foreign
countries. The standardized pillows that we choose are the pillow have special
function and specific feature and unique design. It may very famous, popular
and have a good sales achievement in that particular country. (Please refer
appendix).
Pillow Filling Materials
We also enable the customer to choose the material that used to fill in to their
pillow. We have provided four types of material the enable the customer to
choose according to their preference on the material. The materials that
available are polyester fiber, cotton, feather and foam.
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Customized of Pillow Case
For providing the differentiation point of service to customer, we enable the
customer to customize the pillow case. The customers can custom the pillow
case based on design, image, color and fabric that they prefer. Besides that,
there are also have many variations of fabric that the customer can choose are
pristine fabric, silk and cotton fabric.
Variety of fragrance
We have also sales variation of fragrance the enable customer to enhance their
quality and environment. Each type of fragrance provides different function to
the consumer (Appendix C). The fragrances are available in Sleeping Master
are lavender, mint, chrysanthemum, Mugwort leaf, buckwheat shell, bamboo
charcoal, Ginkgo tea. All of the material is made by pure natural and eco-
friendly to our environment.
4.2 Pricing Strategy
Pricing strategy can helps Sleeping Master to attract the attention of targeted
groups. Sleeping Master will use skimming pricing strategy for introducing
customized cervical pillow. The skimming pricing strategy often adopted
when a company offers unique product into market which is less or no
competition (Scarborough, Wilson & Zimmerer, 2009). According to its
pricing strategy, we are going to set customized cervical pillow at the price
level of RM 250, the price have bundle of goods and services which includes
the pillow design, pillow material, pillow case and fragrance pack. Our
products and service is very unique which is produced the customized cervical
pillow based on one on one basic. By setting this price, Sleeping Master can
recover quickly the initial promotional and startup cost.
For the customized pillow based on the customer preference, the price is set
based on size of their preference pillow as table showed below:
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Customized Pillow
Size Small Medium Large
Measure 50cm x 50cm 1m x 1m 1.5m x 1.5m
Price RM 50 RM100 RM150
Table 4.1: Price for Customized Pillow in Any Size and Any Shape
In standardized pillow, the price is set based on the average cost of the all
import of standardized pillows. The average cost of standardized pillows is
RM70.
4.3 Distribution strategy
The distribution strategy encompasses all the activities including the movements of
company goods and services deliver from the origin of point to the consumption point
(Barringer, 2008). So, for increasing the opportunity to reach to potential customer,
we plan to open our shop at the Mid Valley shopping center. Mid Valley is one of the
hottest shopping center in Kuala Lumpur. It is the most wonderful shopping complex
where have the various trendy fashion and several flavors of delicious foods. It can
attract the several of income level of customer as well as our potential customer. It
can be proven with the research of JB Jurunilai Bersekutu which is the Malaysia
professional valuation firm. It has found that the visitor per month of Mid Valley
Megamall reached to 2.2 million on average in 2007.
For distribution strategy, after measurement of size, design, material and shape of
pillow preferred, we will advise the customer to return again to our shop for
estimating the produced pillow is matched to their customization after two or three
days they place their order. If the customer is not free, we will assign the own
deliverer (Inside the range of delivering, Kuala Lumpur) or third party logistics
company (Not in the range of delivering) to deliver the finished pillow to our
customer. We also will provide the return channels for collecting the unsatisfied
products. The return collected products will be repaired and re-produced for
remarking the most customization fits according to customer needs.
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4.4 Promotion and advertising
4.4.1 Promotion Strategy
Sales Promotion
The sales promotion is the techniques that help the firm to focus the short-
term goals relative to future of long-term goals objectives. It will originally
support the firm objectives of building brand equity, creating brand awareness
and maintaining continuing purchases (Kurtz, 2008). Sales promotion that we
offered is stress price advantages and special discounts. It will be organized in
the day of sales opening and the period of mega sales. It also helps Sleeping
Master to foster the sales of other related pillow products. As the new
customized products in this industry, this promotion helps to encourage trial,
usage rates recognition among consumer.
Exhibition and Fairs
The exhibition and fairs is the customer-oriented event that clusters all local
leading exhibitors in particular industry on a cost-effective platform and
assessment points to prospective buyers (Malaysian Furniture & Furnishings
Fair, 2010). In 2010, Malaysian Furniture & Furnishings Fair had reached
total revenue of approximately RM50 million and the total visitors had gained
over 60, 000 person. So, we decided to join the Malaysian Furniture and
Furnishing Fair and Malaysian Furniture Fair. It is good opportunity to meet
local and foreign consumer that have habits to participating to purchase for
their furniture and furnishing items. In the research of Visitorship by purpose
of visit by Malaysia Furniture and Furnishing Fair Sdn Bhd, there have 44.31%
visitor purposely to gather the information of new product and place the order
in this fair (MIFF, 2010). It is the event for Sleeping Master to enhance the
brand awareness and showcase our products to more customer group.
Besides that, we also will use the bundling package which is grouping several
products and services offered to customer at special price or extra value
(Scarborough, Wilson & Zimmerer, 2009). This bundle package clusters
finished pillow, pillow case and sleep perfume. It can help the customer to
save more cost and to gain more value in purchasing one reasonably priced
sets.
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Promotional Gift
Sleeping Master adopt promotional gift tactic that giving the gift of pillow key
chain when the promotion period and starting periods. It is the foundation of
reciprocity theory that lets recipients‟ perceived sense of obligation to return
the flavor (Beltramini, 2000). It can helps to build up the relationship between
the giver and the receiver as same as Sleeping Master and its customer. Then,
it also can increase customer positive perceptions toward products. The key
chain gift will be labeled the shop address, telephone and Sleeping Master
logo. It can create good memorable point that leads the customer easily to
remember about the Sleeping Master products and services.
Website
We also develop the firm website for distributing more detailed information
and recently news about the Sleeping Master. The information will be
provided with full color, sound and motion which include the products
description, contacts and address, effects of material provided and others. It is
most common medium to deliver massage of firm to reach to worldwide
customer effectively and efficiency (Scarborough, Wilson & Zimmerer, 2009).
The internet users in Malaysia have reached to 64.6% which is stated by
Miniwatts Marketing Group in 2010. It has recognized that there have lots of
consumers are spending more of their time to surf internet. From the Malaysia
Household Users of Internet survey in 2005, mostly of the internet users
already employed and has good purchasing power. Then, 40.5% of household
users surf internet to source the goods and services. All these factors can
contribute good prospects that we can meet the potential customer more easily.
And our Sleeping Master information also can easily distributed to them by
email.
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4.4.2 Advertising Strategy
Distribution of Flyers
To advertise our business, a flyer is designed and will be distribute around
Mid Valley Megamall and Kuala Lumpur area. The flyers will be distributed
to the Mid Valley Megamall at the escalator and also in the car parking area. It
will be attached with full printed color and picture of products (Appendix D).
It is the effective ways to inform the people who is on shopping in Mid Valley
Megamall. The flyer also can guide the interested consumer to go to our stores
and leads them to know what pillow products are selling at our stores.
Newspaper advertising
The Sleeping Master also uses newspaper advertising. The newspaper
advertising is the most famous medium that local company likely to adopt to
spread messages to the target market in Malaysia (Neilsen, 2010). It is
because the advertising cost is low and delivers the message across the
coverage of geographic area. Secondly, Newspapers allow the readers to keep
track the advertising massage with great deal of text content and attractive
graphic. It also can produce the prompt response that generate the sales
quickly and makes special promotional event effectively at the same time. So,
it helps the Sleeping Master to boost the sales directly. Our advertisement will
be advertised on The Star newspaper, Sin Jiew newspaper and Berita Harian
newspaper. These newspapers firm have good readership and sales in the
recently years and can helps Sleeping Master to distribute information to meet
potential customer across different states and cities. (Appendix E)
Social Internet advertising
We are going to advertise our products at social internet channel by creating a
group forum of Sleeping Master. The cost of expenditure also is very low
compared to others. The social internet channels that we choose are Facebook,
Friendster, Chinese Cari forum and other famous social channel. It is the
effective channel can leads the consumer to discuss feeling about our products
and can build up interaction with each other. They also can provide the
feedback and recommendation to our business directly.
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5. OPERATION PLAN
5.1 Manufacturing Process
Before the pillow making process started, the customer information is needed. This
information is collected by our sales person at the Mid Valley shop. So basically, the
process is divided into two parts. Which is the information gathered in the Mid Valley,
and the process of customizing the pillow at factory.
Figure 5.1:Mid Valley Operation Process
Collect Information
Select Preference
Design
Data Sent to Factory and Collect Deposit
Deliver Product and Collect Balance Payment
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Figure 5.2 :Factory Manufacturing Process
Data Received
Produce Pillow Cover
Material Filling &
Sealing Curving
Produce Pillow Case
Ready Stock
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5.1.1 Mid Valley Operation Process
Step 1: Collect Information
The process if information collecting includes the customer data such as the
cervical data, size of head, body and shoulder. The data is gathered with the
help by using a of technology equipment which called Spinal Mouse and data
is taken by an expert. The data is useful in producing a accurate pillow which
suit to the customer (Appendix F). The Spinal Mouse technology used by an
expert and is applied on the spinal test and convert into a data used for
production. (Appendix G)
Step 2: Select Preference
The customer will choose the filling, type of fabric, design of picture which is
essential in producing the pillow. The filling includes foam, polyester fiber,
goose feather and cotton. The type of fabric includes the silk, cotton fabric,
and pristine fabric. The customer may choose or provide picture which will be
printed or embroider on the pillowcase.
Step 3: Design
In this process, the data and preference will key in and designed by an expert
using computer software. This software provide a full 3D view and the
accuracy of the measurement will guide in the manufacturing process.
Step 4: Data Sent to Factory and Collect Deposit
After the design process, the information is sent to factory to begin production
and deposit payment is collected from the customer. The payment can be paid
either by cash of by credit card. Customer may choose whether to pay full
amount or half of the full amount as deposit.
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Step 5: Deliver Product and Collect the Balance Payment
In this process, the finished product is delivered to the customer. Basically,
there are 3 ways for the customer to receive their product. First, they might
come to our outlet and collect their product. Second, we will free deliver to
them within the KL area. Or third, for those who stay out of the KL area, we
still can deliver to them, but the postage fee is charged.
5.1.2 Factory Manufacturing Process
Step 1: Data Received
The data received from the outlet is interpret before proceed to further process.
In this process, needed information is derived and handout to different
progress.
Step 2: Produce Pillow Cover
The pillow cover is designed based on the information received. This process
includes the pillow cover sizing, shaping, and apply the printing and
embroider process if requested by customer.
Step 3: Material Filling and Sealing
After the shape and size of the pillow cover is accomplished, here begin the
filling process, this process consists of filling the material which is chosen by
the customer either polyester fiber, cotton, goose feather, or foam. After the
filling process, the pillow will be seal and proceed to the next step.
Step 4: Curving
In order to provide a effective pillow which will cure or reduced the insomnia,
the curving steps can‟t be missed. Based on the information received, the
curving is applied to pillow matched with the physical data of customer.
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However, for the pillow with foam as a material, the curving step is complete
before fill in the pillow cover.
Step 5: Produced Pillow Case
Upon requested by the customer, the pillowcase is produced in this step. The
process includes the fabric selection, picture printing or embroider.
Step 6: Ready Stock
Before the pillow store into the warehouse or deliver to customer, we have the
obligation to ensure the pillow produced is reached its quality. Ready stock
can be stored in the inventory warehouse. Besides that, it also will be
delivered to the customer or keep in outlet store.
5.2 Availability of Qualified Labor Pool.
The Marketing & Sales Manager, Finance Manager , General Manager, and
Operation Manager will be handle by ourselves. However, in order to carry out the
business, we need to hire some workers. The list of worker is stated in the table below.
Job Position Job Description Unit
Marketing & Sales
Manager Set the sales target to be achieved.
Responsible in marketing the product
process.
Responsible in placing the product
effectively in market.
1
Finance Manager Prepare the financial statement.
Forecast the future financial plan.
1
Operation Manager Control the daily operation process.
Responsible in the field within the factory.
1
General Manager Arrange the daily schedule to complete the
task.
Assist the other department.
1
Human Resource
dept. Staff Handling the manager, staff and labor‟s
salary.
1
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Responsible in hiring worker process.
Research &
Development dept.
Staff
Responsible in research and develop a
better product to satisfy customer and
compete with competitor.
1
Marketing & Sales
dept. Staff Execute the task assigned by manager.
Assist the Marketing & Sales Manager.
1
General
Administration dept.
Staff
Handling the paperwork and assist the
other department.
Responsible in the loading and unloading
of stock.
2
Factory labor Conduct the pillow processing work.
Include sewing, pillow filling, foam
cutting.
7
Factory Supervisor Supervise the daily factory operations. 1
Driver Deliver the goods to outlet and to customer. 1
Outlet Supervisor Supervise the daily operation s in outlet. 1
Salesperson Responsible in explaining the product to
customers.
Responsible in achieving the sales target.
2
Cervical Expert Responsible in taking the customers‟
physical data.
1
Design Expert Summarize the customers‟ data into a 3D
detail format by using a software.
1
Table5.1 Qualified Labor Pool
* The staff and worker hired might increase based on the business growing rate.
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5.3 Physical Plant
Figure 5.3: Mid Valley Megamall Shop Layout
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Figure 5.4 :Factory Layout (Ground Floor)
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Figure 5.5: Factory Layout (First Floor)
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5.4 Machinery and Equipment (Appendix H)
5.4.1 Raw Material
Pristine Fabric 10
Silk 20 per each color (10 color)
Cotton fabric 3 per each color (total 15
color)
Goose feather 100kg
Cotton 100kg
Polyester fiber 100kg
Foam block 100kg
5.4.2 Vehicle and Misceooaneous
5.4.3 Electronic Application
Water Dispenser 2
1995 Ford Spectron 1.8 (M) 1
Amplifier 1
Time Recorder 2
Flat TV 1
Air-conditioner 2
CCTV(1 set) 3
Wireless router 2
Stand fan 2
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5.4.4Furniture and Fitting
5.4.5 Machinery and Office Equipment
Singer 14CG754 Commercial Grade Serger 4
Heat Press Machine 1
Foam Contour Cutting Tools 1
Pillow Filling Machine 1
Spinal Mouse 1
Foam Cutting Machine 1
Computer 15
Design usage Computer 2
Stationary 1
Printer 5
Rack 14 Pillow ( measurement purpose) 3 Measurement equipment table 1 Computer table 1 Bedstead 1 Mattress 1 Outlet counter 1 Chair 1 Wall shelves 10 Round Bed 1 Pillow set 1 Sewing table 4 Labor Chair 4 Multipurpose Table 4 Dining Table Set 3 Reception Table 1 Customer Waiting Sofa 1 Glass table 1 Manager Table 4 Manager Chair 4 Sofa 1 Meeting Room Table 1 Office Table 8 Office Chair 8
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5.5 Names of Suppliers of Raw Materials
Type of items supplied Company Name
Fabric Allergy Be Gone
Azizy Enterprise
Syarikat People Textile Sdn Bhd
Pillow Filling Material Schneerson Cotton Industries
Yangzhou Wanda Feather Products
Co. Ltd
Good Foam Industries Sdn. Bhd
Stationary Khet Loong Trading Sdn Bhd
Office Furniture Artsystem (M) Sdn Bhd
Table5.2 Names of Suppliers (Appendix I )
5.6 Quality Control
The quality control is the important elements in order to carry out a successful
business. It influences the customer satisfaction, customer loyalty, and the reputation
of the company as well.
Manufacturing Quality Control
Product is the physical and tangible item which will give satisfaction to customer. To
satisfy customer, the quality of the product must be good enough. To reach to the
desire quality, the supervisor will implement a double check action on each of the
process. By doing this, the wastage could be reduced besides of maintaining the
quality of pillow.
Staff Quality Control
The role of staffs and workers are essential to carry out a success business as well. To
reach a desirable quality of staff, first, rules and regulations are needed. The rules and
regulations serves as guideline to the staffs and workers. Throughout this rules and
regulations, they will know what to do, and what shouldn‟t do.
Second, rather than using merely the rules and regulations which will pressure them,
an incentive program will be applied on the result and achievement of the staffs and
workers. For example, award in money-term will be giving away to those who are
capable.
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Third, we will make sure that every salesperson is well known about our product and
function capable to explain the product to the consumer. To motivate them to do so,
they will receive 1 percent from the sales of each successful product sold.
Delivery Quality Control
The delivery timing is equal to the promises to the customers. We will make sure that
our product is delivered to customer on time. Delivery on time can increase customers‟
trust and increase company‟s reputation. Therefore, we will make sure that the
product is delivered to the customer on time.
After Sales Service Quality Control
Now days, after sales service is a must to a business. Every two month, we will make
a call to customer to remind them for changing their fragrance pack on pillow. Plus,
we will collect the survey on satisfaction from customer in order to improve our
product.
5.7 Customer Support
It is necessary to provide customer support to customer by bringing them satisfaction
and trust to Sleeping Master. In Sleeping Master, we will provide the customer
support in such following ways:
Customer Care line
For those customers who want to provide suggestion and also comment or feedback
to Sleeping Master, we will provide a care line for them to call in and give comment.
Any improvement and changes will discuss in meeting with management team
members and food vendors if necessary. We will improve our staff and product in
order to keep loyalty customers.
Feedback Form
Another side, customer also can provide their suggestion and comment or feedback to
Sleeping Master through feedback form which is providing by cashier counter. They
can fill in and direct give it back to our staff. Our staff will collect it and our
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management team will discuss about the entire thing which mention by customers
while having meeting next time.
Website
Throughout the website, customer will found out the latest news and events
happening in our business. By using the website, they will able to reach us through
sending an email. (Appendix J)
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6. Management Team
6.1 Management Team
General Manager
Mr. Wong Shiu Yuen is appointed as the General Manager of Sleeping Master. He is
graduated from Universiti Tunku Abdul Rahman, major in Bachelor of Business
Administration (Hons) Entrepreneurship. Mr. Wong has talent in planning, organizing,
monitoring and coordinating daily operation of all activities in Sleeping Master firm.
Mr. Wong is the active member of sport club and Entrepreneur society. Mr. Wong
also has well experience in organizing campaign and event. Next, he also had worked
as the technical in the Computer Network Solution in Cheras. When he worked at
Computer network solution, he also assists the supervisor in organizing and
coordinating some business activity. He also has doing the part-time job as the sales
promoter at Sub Zero. So, he had the ability to manage the all activities of Sleeping
Master.( Appendix L1)
Operation Manager
Mr. Ong Kean Haw is appointed as the Operation Manager of Pillow Master Sdn,
Bhd. He graduated from University Tunku Abdul Rahman as a degree holder in
Bachelor of Business Administration (HONS) Entrepreneurship. He is taking the
position of operation manager because he had the experience in the bedding industry
and he could effectively operate of the manufacturing process in making pillow. He is
responsible for all activities within the factory operating system. With joining the One
Malaysia Camp 2010 as logistic manager and leader, he also has the ability and
experience of good team and leadership management which allowed him to leading
all workers be more motivate and hardworking. ( Appendix L2)
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Finance and Administration Manager
Mr. Chia Wui Xuan will take the position of Finance Manager in Pillow Master Sdn
Bhd. Mr. Chia had obtained the degree of Bachelor of Business Administration
(HONS) Entrepreneurship at Faculty of Accounting and Management, Universiti
Tunku Abdul Rahman (UTAR). He already had five years working experience in his
family‟s business and worked as an assistant. Thus, he is experienced in management,
communication, and also financial skills. So, these skills and knowledge will supports
him easily in charge of the day-to-day finance related matters of the company,
monthly budget, employees payroll and all others activities that involve finance and
accounting operation of the company. (Appendix L3)
Marketing and Sales Manager
Mr. Foo Yih Shiou holds the position of Marketing and sales Manager in Pillow
Master Sdn. Bhd. He possesses a degree of Bachelor of Business Administration
(HONS) Entrepreneurship at Faculty of Accounting and Management, Universiti
Tunku Abdul Rahman (UTAR). He had a working experience in performing as
assistance of Public Relation, organizer of sports event, Cashier and also assistance
machinery technical in the different area of industries. Thus, he is experienced in
team management, communication, and marketing skills. So, he had the ability to
manage the daily marketing and sales of Pillow Master Company which include
leading sales team to achieve company sales targets, building brand awareness and
recognition, retaining and building new customers and others. ( Appendix L4)
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6.2 Key Professional Service Providers
ConsulNet Group Sdn Bhd
ConsulNet Group Sdn Bhd is the experience consultant company that offers quality
audit service and tax advisory and management consultancy services which supported
by 25 professionals management team member. Its parent company is located on
Georgetown, Penang. His branch is very closer to our manufacturing factory and
retail store which place on 72A-3B (suite A) Jalan PJU, 1/3B Sunwaymas
Commercial Centre, 47301 Petaling Jaya, Selangor. We believe that ConsulNet team
can help Pillow Master to manage the business issue and regulatory requirement
effectively and efficiency such as the audit management and tax assurance.
Oversea Assurance Corporation (Malaysia) Berhad (OAC)
OAC Malaysia is one of the members of Great Eastern Holdings Group which
focuses on serving the insurance needs of business community. It will provide
comprehensive assurance and protection to Pillow Master Business to against the
unexpected loss from natural disaster or any contingencies. It also can protect our
business from employer's liability and public liability.
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7. Company Structure, Intellectual Property, and
Ownership
7.1 Organizational Structure
7.1.1 Organizational Chart
Figure 7.1: Organization Chart
Source: Developed for the research
General Manager
Mr. Wong Shiu Yuen
Financial and
Administration Manager
Mr. Chia Wui Xuan
Operation Manager
Mr. Ong Kean Haw
Operation Department Finance and
Administration
Department
Sales and Marketing
Department
Sales and Marketing
Manager
Mr. Foo Yih Shiou
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7.1.2 Description of organizational structure
Sleeping Master is using a flat organizational structure for our company as we
assumed it is the best way for newly start-up business. This organizational
structure is more decentralize and managers and staff can participate in major
decision making processes, as staff communicate and interact directly with
our customers, so their opinions and suggestions can help in providing
valuable idea and solution.
The General Manager is fully responsible for the overall organization strategic
planning and others managers‟ tasks are to assist the General Manager in
planning and management, An effective strategy plan must be developed by
gathering data from customers‟ feedback, research and also some surveys.
The Marketing Manager must be able and well-known the overall market
trend. He must be able to identify the most effective advertising methods and
also the most potential customers. Besides that, he also has to develop
marketing strategy from time to time and always ensure it is applicable on the
operation of our firm and business. Lastly, he needs to think innovative way
or advertisement to attract people and increase our company awareness.
The Operation Manager will be responsible for the daily work regarding the
operation especially the production process. It need implement in an
innovative way to fulfill customer needs and also make sure firm is run
effectively as he is responsible also in the research and development
department. Besides that, he also needs to control the ordering of materials
from supplier and make sure the stock level have enough.
The Financial Manager is dealing with matter which related to financial such
as budgeting, sales revenue, net profit, company account and handling the
human resource department as well. He must always keep track and ensure
company‟s finance is always healthy. Besides that, he needs to ensure timely
payment to suppliers, employee‟s salary, land lord and others.
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7.2 Legal Structure
7.2.1 Legal form of organization
Sleeping Master will be formed as a partnership business, which the business
partners consisted four of us. We choose partnership from due to liabilities
reasons. This partnership firm will be registered under registration Partnership
Act 1961.
Partnership is formed also due to reasons such as the required start-up cost
which can be shared among four of us and partnership firm requires less
complicated legal requirement to be formed. All partners will be responsible
for the business profit and losses according to portions of share owned as
agreed earlier and mentioned at the agreement and the agreement must be
signed in order to be legal.
(APPENDIX M – New business registration guideline)
(Appendix N - Business‟s name registration guideline)
(Appendix O – Partnership Agreement)
(Appendix P – New Business Registration Form)
(Appendix Q – Business Name Registration Form)
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7.2.2 Ownership structure of the organization
Table 7.1: Summary of structure of ownership
No Shareholders Capital
Invested
Division of
Shareholders
Status
1 Wong Shiu Yuen RM100,000 25% Shareholder
2 Ong Kean Haw RM100,000 25% Shareholder
3 Foo Yih Shiou RM100,000 25% Shareholder
4 Chia Wui Xuan RM100,000 25% Shareholder
Total RM400,000
Sleeping Master is form by four shareholders, which are Wong Shiu Yuen, Ong Kean
Haw, Foo Yih Shiou and Chia Wui Xuan. Each of them will be invested RM100, 000
for the startup capital. Thus, the total startup capital is RM400, 000. The shareholders
agreed to divide the share equally, which 25% per each shareholders.
7.3 Intellectual Property
Sleeping Master‟s logo, name will be registered as a trademark under
Malaysia Trade Mark Act 1976 to enable our customers to know, differentiate
and recognize our service and product. This also can avoid imitation or misuse
of our business name and business conduct by others people in the industry. If
not, followers may copy, imitate or use our company name to generate
advantage or profit for themselves.
Under the Malaysia Trade Mark Act 1976, the time of protection of a
trademark is limited. The trademark is valid for ten years from the date of
application and it have been renewed every ten years if we continue use it. So,
Sleeping Master has held the trademark and have the protection for ten years
from application date.
(APPENDIX R- Trademark Registration Form)
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(Appendix S – Pattern Registration Form)
8. Financial Plans
8.1 Capital Requirements for the Next Three Years
Each shareholder will contribute RM100, 000 to start up the Sleeping master Sdn Bhd.
So, each shareholder will own 25% of overall share of company. This fund of capital
will used for setting and purchasing all equipment needed for retail store and
manufacturing factory. Mostly of them acquire the contribution of fund by borrowing
from family and friend.
8.1.1 Funding of Capital
Name Fund of capital Ownership Percentage
Wong Shiu Yuen RM 100,000 25%
Ong kean Haw RM 100,000 25%
Chia Wui Xuan RM 100,000 25%
Foo Yih Shiou RM 100,000 25%
Total RM 400,000 100%
Table 8.1 Funding of Capital
8.1.2 Startup Cost
Description Note Total Amount (RM)
Fund of Capitals 400, 000
Startup Capital (Asset)
Machinery and equipment 1 24, 966
Furniture and Fitting 2 31, 247
Electronic Application 3 26, 852
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Vehicle 16, 660
Total (RM) 99,725
Operating Expenses
Rental Deposit 4 67, 000
Communication Set-up Cost 600
Insurance 5, 000
Business Registration Fees 200
Web Hosting & Maintenance 300
Advertising & Promotion 5 31,000
Raw Materials 6 Included in the cost of
goods sold
Renovation Costs 7 60, 000
Uniform 8 800
Software Application 4,600
Office Stationary & Business Card 9 300
Total (RM) 169,800
Note
1.) Machinery and equipment
Name Quantity Unit price (RM) Total price (RM)
Singer 14CG754
Commercial Grade
Serger
4 744.99 2979.96
Heat Press 1 2550 2550
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Machine
Foam Contour
Cutting Tools
1 1350 1350
Pillow Filling
Machine
1 8720 8720
Spinal Mouse 1 450 450
Foam Cutting
Machine
1 6540 6540
Personal Computer 15 1088 16320
Acer Power SK50
Desktop Computer
2 900 1800
Office Stationary 1 300 300
Multifunctional
Printer
5 328 1640
Cash Machine 1 850 850
Credit Card
Machine (Rent)
- 88 88
Punch Card 200 13/100pcs 26
25 pocket
Expending Punch
Card Rack
3 39 117
Water Dispenser 2 229 458
2.) Furniture and Fitting
Name Quantity Unit Price Total Price
Shelves 14 240 3360
Pillow 3 80 240
Table 1 147 147
Computer Table 1 240 240
Bedstead 1 139 139
Soft foam bed 1 200 200
Outlet Counter 1 2400 2400
Chair 1 199 199
Pillow Display
Wall Shelves
10 275 2750
Round Bed 1 1199 1199
Display Pillow 1 100 100
Sewing Machine
Table
4 159.28 637.12
Chair 4 7 28
Multipurpose Table 4 137 548
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Dining Table Set 3 899 2697
Reception Table
Set
1 2138 2138
Sofa 1 1300 1300
Glass Table 1 269 269
Manager‟s Table 4 999 3996
Manager‟s Chair 4 200 800
Sofa 1 870 870
Conference Table
Set
1 4780 4780
Office Table 8 129 1032
Office Chair 8 90 720
3.) Electronic Application
Name Quantity Unit price Total price
Amplifier 1 248 248
Time Recorder 2 448 896
LCD Tv 1 1469 1469
Air-
Conditional
2 978 1956
CCTV 3 299 897
Wireless
Router
2 129 258
Stand Fan 2 50 100
Bar Code
Scanner
1 1268 1268
4.) Rental Deposit Retail Store: RM25, 000 per month
Manufacturer Factory: RM1, 800 per month
RM25, 000 * 2.5x= RM62500
RM1800 * 2.5x=RM4500
Total of rental deposit= RM67000
5.) Advertising and Promotion Newspaper advertising=RM2, 500 per day (1/4 size color display)
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RM2, 500 * 7 day (1 week) = RM17, 500
Brochures (RM0.50 for color printing and RM0.30 for black and white printing)
7000 piece * RM0.50=RM3500 (color)
5000 piece *RM0.30=RM1500 (black and white)
6.) Raw Materials Name Quantity Unit Price (RM)
Pristine Fabric 10 507/yard
Silk 20per each(total 10 color) 60/m
Cotton Fabric 3 per each color(total 15
color)
35/yard
Goose Feather 100kg 44.13/kg
Cotton 100kg 4.5/kg
Polyester Fiber 100kg 4.5/kg
Foam Block 100kg 12/kg
Heavy Duty Thread 10 86.25/set
Sewing Needle 1 set 49.90
7.) Renovation Costs
Renovation costs for the retail outlet are RM40, 000 while for the factory are
RM10, 000.
8.) Uniform (RM 16 per unit) Uniform
Category
Quantity Cost per
unit (RM)
Total
(RM)
Manufacture factory
uniform
40 16 640
Retail Store uniform
10 16 160
9.) Business Card (RM50 per set)
RM50 X 4 sets = RM 200
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8.2 Overview of Financial Projections
List of Assumption
1) We assume that Sleeping Master sales grow in 10% annually.
2) Initial month of sales estimation
Product Category Sales units per month Sales units per days
Customized healthy
pillow
350 12
Customized design
pillow
300 10
Standardized pillow 100 3
3) Sales estimation per month
The sales of pillow products is the seasonal products that may easily influenced
by several number of festivals and celebrations of special days. And the
promotional event also can boost sales increased directly. It is because at special
days, it can attract more and more customers to go shopping with seasonal event
of shopping mall. They may want to purchase the product which is due to use for
festivals day such as the Chinese race likely to purchase new home furnishing
and decoration product during Chinese New Year. And at non-special days, the
sales will be estimated to normal status or may decline more. It is because the
visitor rate to shopping mall is lower than normal day. All of these factors will
contribute the increasing or declining of sales of Sleeping Master product.
Month Reason/ Festivals/ Promotional
event
Percentage in sales
January - =
February Chinese New Year/ Valentine day +5%
March Malaysia Furniture & Furnishing
Fair
+10%
April - -10%
May - -5%
Jun - -5%
July Malaysian Furniture Fair (Mega
sales)
+10%
August Malaysian Furniture Fair (Mega
sales)
+5%
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September Malaysian Furniture Fair (Mega
sales)
+5%
October - -10%
November School Holiday/ Yearends sales =5%
December Christmas day/ Yearends sales +10%
4) The price of customized cervical pillow is RM250, and for the customization
design pillow will priced in RM 100 averagely. And the price of standardized
pillow (import) is RM 140.
Product Category Cost (RM) Markup Price (RM)
Customized cervical pillow 50 200
Customized design pillow 20 80
Standardized pillow 70 70
Markup = Sale price - Cost
This cost of goods sold for customization pillow is including the
material cost, direct labor and also the manufacturing overhead.
For the standardized pillow, the cost of goods sold consist the cost
input or import from the supplier.
5) The EPF and Socso that we take are 12% and 2%. It will be calculated in
every month according to salary of every employee. ( Appendix W& X)
6) The monthly rental for Sleeping Master retailing store is RM25, 000 and the
manufacturing factory is RM1800.
7) We consider that the usage of water and electricity cost will be paid in RM800
every month. It is including the retail store and factory.
8) For the communication cost, it is including the usage of any communication
and connection devices usage (telephone and online) to interact with customer
and supplier or other business partner. We assume that it will be cost in
RM1000 every month.
9) The insurance is cost RM5000 every month.
10) The renewal business licensing fee is RM200 per year.
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11) We assume that the repair and maintenance fee is RM500 per month. It is
used for maintaining and repairing the machinery to ensure the productivity
can be performed consistently.
12) The toll and petrol fee is RM500 per month. It is only for delivering finished
product to customer place (Kuala Lumpur range).
13) We will assign the logistic company to help us to deliver goods to customer
whose is lived outside of our personal delivering range.
14) The web hosting maintenance and development is RM300 per month. It can
help our business to control and secure every email of employee and web site
of company.
8.3 Pro Forma Income statement From Year 2012 to 2014
Financial Statement 8.1: Pro Forma Income Statement for the Year 2012-2014
Description 2012 2013 2014
Sales
1. Customize healthy pillow (rm 250 per
pillow)
1,111,500 1,222,750 1,345,000
2.Customize design pillow (rm100 per
pillow)
387,200 426,100 468,600
3.Standardize pillow ( rm140 per pillow) 356,020 391,580 431,060
Total sales 1,854,720 2,040,430 2,244,660
(-) Cost of goods sold
1.Customize healthy pillow (rm50 per
pillow)
222,300 244,550 269,000
2.Customize design pillow (rm 20 per
pillow)
76,240 85,220 93,720
3.Standardize pillow ( rm70 per pillow) 178,010 195,790 215,530
Total cost of goods sold (476,550) (525,560) (578,250)
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Gross Profit 1,378,170 1,514,870 1,666,410
Less Expenditure
Salary 366,600 403,260 443,592
EPF (12%) 43,992 48,396 53,232
Socso(2%) 7,332 8,064 8,868
Rental (Retail Space) 362,500 300,000 300,000
Rental (Factory) 26,100 21,600 21,600
Water & Electricity 9,600 9,600 9,600
Communication 12,600 12,000 12,000
Insurance 60,000 60,000 60,000
Business registration Fee 200 200 200
Legal Fee 1,000 1,000 1,000
Stationary 1,500 1,200 1,200
Maintenance & Repair 6,000 6,000 6,000
Toll & Petrol 6,000 6,000 6,000
Web Hosting & Maintaining 3,600 3,600 3,600
Uniform 800 800 800
Advertising & Promotion
Exhibition and Fair 30,000 30,000 30,000
Newspapers 47,500 30,000 30,000
Boucher 25,000 20,000 20,000
Gift 1,000 1,000 1,000
Deprecations(10%/year)
Equipment (24,966) 2,497 2,497 2,497
Electronic devices (26,852) 2,685 2,685 2,685
Vehicle (Van 16660) 1,666 1,666 1,666
Fitting and Furniture(31,247) 3,125 3,125 3,125
Total Expenditures (1,021,297) (972,692) (1,018,665)
Net Profit / Loss 356,873 542,117 647,745
(Appendix T)
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8.4 Cash Flow Projection of Year 2012 to 2014
Financial Statement 8.2: Cash Flow Projection for the Year 2012-2014
Description 2012 2013 2014
Partner contribution 400,000
Opening Cash Flow 0 602,521 1,154,647
Total Sales 1,854,720 2,040,430 2,244,660
2,254,720 2,642,951 3,399,331
Less: Cash Outflow
Cost of Goods Sold 476,550 525,560 578,250
Capital Expenditure
Machinery and
equipment
24,966 0 0
Furniture and
fitting
31,247 0 0
Electronic
Application
26,852 0 0
Vehicle 16,660 0 0
Renovation 60,000 0 0
Software
application
4,600 0 0
Expenditure
Salary 366,600 403,260 443,592
EPF (12%) 43,992 48,396 53,232
Socso 7,332 8,064 8,868
Rental (Retail
Space)
362,500 300,000 300,000
Rental (Factory) 26,100 12,600 12,600
Water &
Electricity
9,600 9,600 9,600
Communication 12,600 12,000 12,000
Insurance 60,000 60,000 60,000
Business
registration Fee
200 200 200
Legal fee 1,000 1,000 1,000
Stationary 1,500 1,200 1,200
Maintenance &
Repair
6,000 6,000 6,000
Toll & Petrol 6,000 6,000 6,000
Web Hosting &
Maintaining
3,600 3,600 3,600
Uniform 800 800 800
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Advertising and
promotion
Exhibition 30,000 30,000 30,000
Newspaper 47,500 30,000 30,000
Boucher 25,000 20,000 20,000
Gift 1,000 1,000 1,000
Total cash outflow (1,652,199) (1,488,280) (1,586,942)
Balance carry
forward
602,521 1,154,647 1,812,389
(Appendix U)
8.5 Pro Forma Balance Sheet from Year 2012 to 2014
Financial Statement 8.3: Pro Forma Balance Sheet for the Year 2012-2014
Description 2012 2013 2014
Fixed Assets
Machinery and
equipment
22,469 19,972 17,475
Furniture and
fitting
28,122 24,997 21,872
Electronic
Application
24,167 21,482 18,797
Vehicle 14,994 13,328 11,662
Renovation 60,000 60,000 60,000
Software
application
4,600 4,600 4,600
Total Fixed Asset 154,352 144,379 134,406
Current Asset
Cash 602,521 1,154,671 1,812,389
756,873 1,299,050 1,946,795
Liabilities 0 0
Capital
Owner Investment 400,000 400,000 400,000
Retain earning 356,873 899,050 1,546,795
756,873 1,299,050 1,946,795
(Appendix V)
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8.6 Payback and Exiting Strategy
8.6.1 Payback Period
Cash flow from year 2012 to 2014
Year 2012 2013 2014
Net Profit 356,873 542,177 647,745
Add : Depreciation 9,973 9,973 9,973
Total 366,846 552,150 657,718
Payback period for year 2012 to 2014
Year Cash Flow Cumulative Cash Flow
0 (400,000) (400,000)
1 366,846 (33,154)
2 552,150 518,996
3 657,718 1,176,714
Payback Time = 1 + (33,154/ 552,150)
= 1 + 0.6
=1.06 Year
Sleeping Master is estimated to achieve positive cumulative cash flow and payback
start-up capital on year 2013.
8.6.2 Exit Strategy
Transfer of share
The legal stockholder of Sleeping Master can legal stockholder can transfer
their share to the other partner inside the business when they want to quit the
business. Beside that legal stockholder of Sleeping Master can legal
stockholder can transfer their share to other investor by signing a private
agreement. The stockholder can sell their share to the other investors in order
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to exit the business. Once selling the business, the legal stockholder no longer
have the right to manage the business anymore and the power will be switch
to the buyer sides.
Sell of Business
As a separate entity, the legal stockholder of Sleeping Master can sold the
entire business to other investor who is interested in this business. After
selling the business, the origin legal stockholders have to switch the right and
authority to the new owner. This means that the origin legal stockholders no
longer have the right and authority to manage the company.
Liquidation
The legal stockholder of Sleeping Master can apply the liquidation to the
company when the company is facing the continuous loss in the financial or
there is no longer competitive advantage in the market. Once declaring
liquidation of company, the legal stockholders are declared bankruptcy and
the business are forced to shut down due to bankruptcy.
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9. CRITICAL RISK FACTORS
9.1 Management Risks.
In general, Sleeping Master will meet the management risks is lack of experience of
management team in facing the uncertainty environment of industry. And
management team is just formed by four fresh graduates from UTAR. With lack of
information and knowledge of them, this factor will cause the firm fail to capture the
opportunity and lead to loss in the business. Besides that, they also have less social
experience to handle conflict. The conflict will easily caused in company decision
making due to different interest among partners is one of the risk that Sleeping Master.
It may cause communication break downs and lead to break up of business
relationship.
9.2 Marketing Risks
The marketing risk that Sleeping Master will face is failed to build the consumer
awareness of the important of using right pillow. It is because the idea of customize
pillow is still fresh in Malaysia market. As the new start-up business and low brand
recognition, Sleeping Master hard to compete with existing of the closest competitors
in bedding industry. We will emphasis on advertising and retaining customer program
to attract more and more potential customer.
9.3 Operation Risks
The greatest operating risk which might be faced is the breakdown of the machine. It
will affect the capability and productivity of manufacturing factory to produce the
customized pillow on time. The safety of factory also will be focused which affect
worker productivity and motivation in working process. Besides that, the issue related
to operation in Sleeping Master retail store is salesperson attitude and emotional
controls when they face with customer especially serve on the difficulty customer.
The lack of salesperson problem would be faced when on peak season and
promotional event.
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9.4 Financial Risks
Overspending is the financial risk to our business. It will be happened when the actual
expenditure is greater than the budgeted expenditure activity because only has limited
capital contribution. It will cause the company insufficient fund to operate activities
continuously. Sleeping Master is in new established business that doesn‟t have huge
capital or support of other investor to copy the promotional strategy of competitor.
9.5 Intellectual Property Infringement
The risk that will be happened on is other competitors copy our intellectual property
such as name, logo, patent, copyright, trademark, idea and invention. It will affect our
status and reputation of business if copier uses our intellectual property on illegal
activity. These intellectual property should be protected from imitated or copy by
other.
9.6 Other risks
The Fire, theft, and other disaster are the risk that might faced by the company. These
will cause the company gone to great loss and breakdown of the operation and
business activity. The material and resource for producing pillow product is easily
flammable such as the cotton and polyester. Sleeping Master trade and deal with
customers are all in cash only. It also makes the robbery and steal of cash may happen
too in retail store.
9.7 Contingency Plans.
9.7.1 Management Risks
In solving the management risk of lack of experience, Sleeping Master will
appoint some expertise in helping the management. Beside that Sleeping
Master will also using the majority voting system when facing the conflict
within management team. All members can provide opinion and ideal freely
on particular problem during the internal meeting. All the problems and
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changes about Sleeping Master will discuss together with other team members
and also with assistant of consultant firm.
9.7.2 Marketing Risks
For solving the marketing risk, Sleeping Master will spend many effort and
resource in creating the consumer awareness. For example, we will spend
more in promotion and advertising such as attempting some healthy talk or
conference. While competing with the competitor, Sleeping Master will try to
develop the competitive advantage with continuous improvement, and to
develop the high unique of the product in order to survive in the competition.
9.7.3 Operation Risks
In facing the operation risk, Sleeping Master will try to prepare some backup
machine to prevent the breakdown of the operation. We also employ technical
staff who can helps in repairing and maintenance the machine. For increasing
the quality of customer service, we will offer the training class to salesperson
for increasing their skill and knowledge. We will employ part-time
salesperson or sales promoter to help us to handle huge amount of many
customers with one by one basic on peak season and promotion days.
9.7.4 Financial Risks
Our management team will plan to conduct weekly meeting to monitor and
control the financial performance. It can lead every partner to be more
understood about the cash inflow and outflow of Sleeping Master activity. If
the revenue cannot cover the expenses, we will prepare to borrow loan from
bank for improving the financial problems. We also try to find the investor to
contribute extra capital to our business that he or she will be treated as new
partner following the agreement legally.
9.7.5 Intellectual property infringement
Sleeping Master will apply and register all intellectual property and creative
work before starting the business in handling intellectual property risk. It can
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make our business trademark and patent can be protected under the act of
intellectual property in Malaysia. If getting the intellectual property
infringement, we take law action to claim back any lose of infringement and
reputation.
9.7.6 Other risks
Sleeping Master will buy fire insurance to lower down the risk of losing more
assets. To prevent fire in factory, we will install firefighting system and fire
extinguishers which can be used for immediately rescue the fire. To avoid
theft, Sleeping Master will install Closed-circuit television (CCTV) and
security camera in both retail outlet and manufacturing factory. It is used to
avoid and reduce the happening of robbery and steal of cash.
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10. References
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Approach. Pearson International Edition. Prentice Hall.
Beltramini, R. F. (2000). Exploring the Effectiveness of Business Gifts: Replication
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http://www.euromonitor.com/factfile.aspx?country=MY
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Good times ahead for furniture makers, exporters. (2009, December 19). Star.
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Gordon, S. J., Grimmer-Somers, K. A., & Trott, P. H. (2010). Pillow Use: The
Behavior of Cervical Stiffness, Headache and Scapular/arm Pain. Journal of
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Health Grades. (n.d). Statistics by Country for Insomnia. Retrieved December 12,
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country.htm?ktrack=kcplink
Kurt, D. L. (2008). Principles of Contemporary Marketing. Thomson . Pg 484
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http://www.mf3.my/launching.html
Malaysian Communications and Multimedia Commission. (2005). Malaysia
Household Users of Internet Survey.
Malaysian Furniture Promotion Council. (2009). Annual Report 2009. Retrieved
January 11, 2011, from
http://www.mfpc.com.my/images/pdf/MFPC%20AR%202009%20-
%20Final%20%2803%2009%202010%29.pdf
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Malaysian Furniture Promotion Council. (2010). Import Trade of Furniture 2010.
Retrieved January 12, 2011, from
http://www.mfpc.com.my/index.php?option=com_content&view=article&id=231&or
dering=2
Malaysian Furniture & Furnishings Fair. (2010). Post Show Report - MIFF 2010.
International Visitorship By Purpose of Visit. Retreieved December 22, 2010,
from http://miff.com.my/2011/post.php?pages=MIFF
Malaysia Performance of Manufacturing and Service Sector Report.
(2009).Malaysian Industrial Development Authority.
Mid Valley Megamall and Garden Mall Kuala Lumpur. (n.d). JB Jurunilai Bersekutu.
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umpur.html
Ministry of International Trade and Industry. (2010). MITI Weekly Bulletin Volume
104. Retrieved December 20, 2010, from
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f971e16-c0a81573-4cee4cee-
76292f8d/1/MITI%20Weekly%20Bulletin%20Volume%20104%20-
%2003%20August%202010.pdf
Miniwatts Marketing Group. (2010). Internet Usage Stats and Marketing Report.
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http://www.internetworldstats.com/asia/my.htm
Nielsen Company. (2007). Headaches, Colds and Back Ache - Most Common Health
Complaints: Nielsen Global Survey. Retrieved January 11, 2011, from
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Percentage Distribution of Household by Income Class. (2007). Malaysia Economic
Planning Unit. Retreived December 28, 2010, from
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8f45-748d3a5e560f&groupId=34492
Prioritize to Stay Competitive, Furniture Industry Told. (2009, December 10).
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Retail Trade and Food Services- Sales by kind of Business 2000 to 2009. (2009). U.S.
Census Bureau. Retrieved December 25, 2010, from
http://www.census.gov/compendia/statab/2011/tables/11s1051.pdf
Scarborough, N. M., Wilson, D. L., & Zimmerer, T. W. (2009). Effective Small
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11. Appendices
Appendix A
Business Name Card
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T-Shirt
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Appendix B
Location Map of Mid Valley
Location Maps of retail shop
Location Maps of factory
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Appendix C
Survey Form
First of all, thank you for the help in completing this survey form. We are
from University Tunku Abdul Rahman, currently in year three semester two. The
result of this survey will contribute to our Entrepreneur final year project. The
purpose of this survey is to obtain statistic of willingness of consumers to pay to a
special customized pillow which can solve their insomnia, and improve their sleeping.
The pillow is a customized based on the physical size of the neck and head. All
information will be kept as confidential.
Section A:
1.) AGE:
20 and below
21- 30
31-40
41-50
51 -60
61 and above
2.) GENDER:
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FEMALE MALE
3.) INCOME:
Below RM1000
RM1000- RM1999
RM2000-RM2999
RM3000-RM3999
RM4000- RM4999
Above RM5000
4.) Marriage Status
Single
Married
Divorced
Widowed/widower
5.) Average sleeping time. (Per day)
0- 3 hours
4-6 hours
7-9 hours
10-12 hours
13 hours and above
6.) Current Occupation.
Professional
Employed
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Self-Employed
Unemployed
Student
Retired
7.) Will you use pillow when sleeping ?
Yes
N o
Section B
8. )Are you facing insomnia ?
Yes ( You may Tick more than one)
o Stress
o Headache
o Snoring
o Sleep Apnea ( Breathing Problem)
o Others ____________________
No
9.) Do you feel the back pain/headache/neck pain on the next day you wake up?
Yes
No
10.) How important is a quality of pillow to you?
Very Important
Neutral
Less Important
11.) What is the price of the pillow you using now?
RM0-RM49
RM50-RM99
RM100-RM149
RM150-RM199
RM200 and above
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12.) Do you know that there is a pillow that can improve your sleep / solve your
insomnia?
Yes, I know
No, I don‟t know
13.) Will you use a customized pillow which can improve your sleep / solve your
insomnia?
Yes
No
14.) What is your MAXIMUM limit to pay to the customized pillow?(if it can
improve your
sleep solve your insomnia)
RM100-199
RM200- RM299
RM 300- RM399
RM400- RM 499
RM 500 and above
15.) What kind of pillow you using ?(filling of pillow)
Wool pillow
Cotton pillow
Duck/goose down and feather
Polyester
Foam pillow
16.) Which fabric of pillow you prefer?
100% cotton
Mix cotton and polyester
100% polyester
Satin / Silk
17.) Is the design of picture of the pillow will influence your buying decision of the
pillow?
Yes
No
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18.) Usually the shape of pillow is rectangular size, will you accept if the pillow is in
other
shape? (You may thick more than one)
Round pillow
Square pillow
Animal shape
U-shape pillow
Other shape
No, I only accept rectangular pillow
THANK YOU FOR PARTICIPATE IN OUR SURVEY, HAVE A NICE
DAY!!
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Appendix D
Function of Fragrance Leaves/ Flowers
Smell function
Lavender Relax mind, body and emotions
Mint Rhinitis symptoms for throat, voice refreshment, refreshing
mind.
Chrysanthemum Liver eyesight, for the headache, sore throat, tinnitus, vision
loss
Mugwort Leaf May drive mosquitoes, pests, relieving temperature by, and
antitussive / expectorant / role of asthma and skin allergy
Buckwheat shell High permeability, plasticity, and never deformed, cool
Bamboo charcoal Anti-oxidation, the release of far infrared and negative ions, air
purification, removal of harmful substances, prevents mold and
moisture
Ginkgo tea Anti-radiation (computers, mobile phones, electronic
equipment) anti-fatigue / anti-virus (cardiovascular), anti-
aging, improve sleep
Jasmine Aroma into the brain, can be rapidly improved fatigue and
sleep quality
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Appendix E
Design of Flyer
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Appendix F
Newspaper Advertising Rate
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Appendix G
Spinal Mouse
The SpinalMouse® is the Future of Spinal Assessment.
Accurate diagnosis is the key to successful spine treatment. The noninvasive nature of SpinalMouse permits its use with many types of patients. SpinalMouse® data can be effectively correlated with X-ray or other imaging studies, and physical exam, to increase assessment accuracy.SpinalMouse® is a computer assisted mechanical device that does not use harmful radiation or toxic chemicals to achieve analysis and measurement. The device is completely noninvasive.
SpinalMouse®software can be installed on most computers with Windows 98™ or
newer software versions. The SpinalMouse can also be installed on Mac computers.A non-licensed member of the clinical staff can be thoroughly trained to accomplish spinal
assessments utilizing SpinalMouse® technology. Following training by appropriate personnel, certification is awarded. SpinalMouse Solutions works closely with clinic management to ensure that a high standard of proficiency among technicians is maintained.
The operation of the SpinalMouse® is quick and simple.
Measurements are accomplished by gliding the cordless, handheld device along either the spinal column or another joint in the desired plane. Relevant data is collected by the device and communicated, via Bluetooth, to the software loaded onto the computer. SpinalMouse® software can visualize both hypo and hyper mobile vertebral joints. Data collected from the patient is
compared to normative data and “red flags” are highlighted at potential problem areas. Data collected is instantaneously converted to graphical representations of the spine and results can be viewed immediately.Each graph or report can be printed or stored in a patient file for later use or analysis.
Source : http://www.spinalmousesolutions.com/SpinalMouse.html
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Appendix H
Customer Data Form
Sleeping Master Sdn. Bhd
Customer Information
Name : Ref :
IC No :
Contact No (H) : (HP) :
Address :
E-mail :
Design of Pillow
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Physical Information
A.) Size
Head Shoulder
Width ( mm)
Height (mm)
Long (mm)
B.) Customer Preference
Polyester Fiber Foam Cotton Feather
Filling
Cotton Pristine Silk -
Pillow Case
C.) Cervical Data
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Appendix I
Machinery and Equipment
Raw Material
Pristine
Fabric
507/yard 10 5070
Silk 60/meter 20 per
each
color
(10
color)
12000
Cotton
fabric
35/yard 3 per
each
color
(total
15
color)
1575
Goose
feather
44.13/kg 100kg 441.3
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Cotton 4.5/kg 100kg 450
Polyester
fiber
4.5/kg 100kg 450
Foam block 12/kg 100kg 1200
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Vehicle and Misceooaneous
Water Dispenser 2 RM229 458
1995 Ford Spectron 1.8 (M)
1 RM16,660 RM16,660
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Electronic Application
Amplifier 1 RM248 248
Time Recorder 2 RM599 1198
Flat TV 1 RM 1469 1469
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Air-conditioner 2 978 1956
CCTV(1 set) 3 699 2097
Wireless router 2 129 258
Stand fan 2 50 100
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Furniture and Fitting
Rack 14 RM 240 3360
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Pillow ( measurement purpose)
3 RM80 240
Measurement equipment table
1 RM147 147
Computer table
1 RM240 240
Bedstead 1 RM139 139
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Matress 1 RM200 200
Outlet counter 1 RM2400 2400
Chair 1 RM199 199
Wall shelves 10 RM275 2750
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Round Bed 1 RM1199 1199
Pillow set 1 RM100 100
Sewing table 4 RM159.28 637.12
Labor Chair 4 RM7 28
Multipurpose Table
4 RM137 548
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Dining Table Set
3 RM899 2679
Reception Table
1 RM2138 2138
Customer Waiting Sofa
1 RM 1300 1300
Glass table 1 RM269 269
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Manager Table 4 RM999 3996
Manager Chair 4 RM200 800
Sofa 1 RM870 870
Meeting Room Table
1 RM4780 4780
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Office Table 8 RM129 1032
Office Chair 8 RM90 720
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Machinery and Office Equipment
Singer
14CG754
Commercial
Grade Serger
4 744.99 2979.96
Heat Press
Machine
1 2550 2550
Foam
Contour
Cutting Tools
1 1350 1350
Pillow Filling
Machine
1 8720 8720
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Spinal Mouse 1 450 450
Foam Cutting
Machine
1 6540 6540
Computer 15 1088 16320
Design usage
Computer
2 900 1800
Stationary 1 300 300
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Printer 5 328 1640
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Appendix J
Company Profile of Suppliers
Company Profile of Raw Material Suppliers
Company Address Contact Number
Allergy Be Gone
190 Whitman Ave
Edison, NJ 08817, USA
1-866-234-6630
Azizy Enterprise
18-3, Subang Business
Center
Jalan USJ 9/5Q, Subang
Jaya
47620 Selangor D.E,
Malaysia
03-8023 0388
Syarikat People Textile
Sdn Bhd
No. 13-15, Jalan
Petaling, Kuala Lumpur
50000 Wilayah
Persekutuan
60-3-20785706
Schneerson Cotton
Industries
SufiPura ,Near Lasani
Masque,
Rang Rura , Sialkot-
51310
Pakistan
+92 52 4582804
Yangzhou Wanda
Feather Products Co.
Ltd
International Trade
Department,
Huaishi Town. Hanjiang
Industrial District,
Yangzhou City, Jiangsu
Province,
China, Po Box: 225116.
+86-514-87651688
Good Foam Industries
Sdn. Bhd
Lot 520, Mukim Kapar,
Batu 8, Jalan
Kapar, Malaysia.
60-012-3832708
Khet Loong Trading
Sdn Bhd
No. 42-1, Jln PJU5/21,
The Strand, Kota
Damansara, 47810,
Petaling Jaya
03-61428066
Artsystem (M) Sdn Bhd No. 35605, Batu 5 1/2,
Jln Sungai Besi,
57100 Kuala Lumpur
03-7982 1300
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Appendix K
Website of Sleeping Master
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Appendix L1
Resume General Manager
A. Personal Information
Name : Wong Shiu Yuen
Nationality : Malaysian
IC No. : 890409-01-5409
Age : 22
Date of Birth : 09April 1989
Race : Chinese
Address : 30, JalanSeroja 10,
Taman Johor Jaya,
81100, Johor Bahru,
Johor
E-mail Address : [email protected]
Contact No. : 016-7074195
B. Academic Qualification
Primary School Institution : SekolahRendahJenisKebangsaan( C ) Pandan
Duration : Year 1996 – Year 2001
UPSR : 4A 3B
Secondary School Institution : SekolahMenengahKebangsaan Taman Johor Jaya (1)
Duration : Year 2002 – Year 2006
PMR : 2A 5B 1C
SPM : 2A 2-A 5B 2C
Pre- University Institution : University Tunku Abdul Rahman
Course : Foundation In Arts
Duration : May 2007 – May 2008
Bachelor of Degree Institution : University Tunku Abdul Rahman
Course : Bachelor of Business Administration ( HONS ) Entrepreneurship
Duration : May 2008 – May 2011
CGPA :2.798
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C. Extra- Curricular Activities, Achievements and Involvements
Course-Based Society
Entrepreneurship Society, Ordinary Member, Year 2008- Year2011
Non course- based Society
Institution : SMK Taman Johor Jaya
Society/ Club : St. John Ambulance
Achievement : Active Member
Duration : Year 2002 – Year 2006
Institution : SMK Taman Johor Jaya
Society/ Club : Swimming Club
Achievement : Member
Duration : 2002
Institution : SMK Taman Johor Jaya
Society/ Club : Chinese Society
Achievement : Active Member
Duration : 2002-2006
Institution : SMK Taman Johor Jaya
Society/ Club : Pengawas
Achievement : Pengwas
Duration : Year 2002 – Year 2006
Institution : SMK Taman Johor Jaya
Society/ Club : Club Pertanian
Achievement : NaikPengerusi
Duration : Year 2002 – Year 2006
Institution : University Tunku Abdul Rahman
Society/ Club : Sport Club
Achievement : Active Member
Duration : Year 2007 – Year 2011
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D. Working Experience
Company : Computer Network Solution SdnBhd
Position : Computer Techcian
Duration : 2 Year
Company : Sub Zero
Position : Promoter
Duration : 3 mounth
E. Personal Abilities
Personal Values
* Strong Leading Ability
* Well communicate with Other
* Willing to accept self- Improvement
* Strong self-control and discipline
Language Skills
Spoken : English, Malay, Mandarin, Cantonese
Language Speaking Skill Written Skill Reading Skill
English 7 6 7
Chinese 8 7 8
Malay 7 5 6
Lowest Point is 1
Highest Point is 10
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Appendix L2
Resume Operation Manager
A. Personal Information
Name : Ong Kean Haw
Nationality : Malaysian
IC No. : 891104-01-6155
Age : 22
Date of Birth : 04 November 1989
Race : Chinese
Address : 156, Lorong 9, Taman Jana Permai, 34600, Kamunting, Perak.
E-mail Address : [email protected]
Contact No. : 017-4978425
B. Academic Qualification
Primary School
Institution : Sekolah Rendah Jenis Kebangsaan ( C ) Hua Lian 3
Duration : Year 1996 – Year 2001
Secondary School
Institution : Sekolah Jenis Kebangsaan Hualian
Duration : Year 2002 – Year 2006
Pre- University
Institution : University Tunku Abdul Rahman
Course : Foundation In Arts
Duration : May 2007 – May 2008
Bachelor of Degree
Institution : University Tunku Abdul Rahman
Course : Bachelor of Business Administration ( HONS ) Entrepreneurship
Duration : May 2008 – May 2011
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C. Extra- Curricular Activities, Achievements and Involvements
Course-Based Society
Entrepreneurship Society, Ordinary Member, Year 2008- Year2011
Non course- based Society
Institution : SMK Hua Lian
Society/ Club : Kadet Polis
Achievement : Patrol Leader
Duration : Year 2002 – Year 2005
Institution : SMK Hua Lian
Society/ Club : Basketball Team
Achievement : Active Member
Duration : 2005
Institution : SMK Hua Lian
Society/ Club : Basketball Team
Achievement : Active Member
Duration : 2005
Institution : University Tunku Abdul Rahman
Society/ Club : Fishing Club
Achievement : Active Member
Duration : Year 2008 – Year 2009
Institution : University Tunku Abdul Rahman
Society/ Club : Sport Club
Achievement : Active Member
Duration : Year 2007 – Year 2011
D. Working Experience
Company : Tian Car Accessories & Air-Cond
Position : Technician
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Company : Robin Car Accessories & Air-Cond
Position : Technician
Company : First-Linen Bedding Industry
Position : Rotation Promoter
Company : Teleria Communication
Position : Supervisor
E. Personal Abilities
Personal Values
* Strong Leading Ability
* Well communicate with subordinates
* Willing to accept self- Improvement
Language Skills
Written : English, Malay, Chinese
Spoken : English, Malay, Mandarin, Cantonese, Hokkien
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Appendix L3
Resume Finance and Administration Manager
A. Personal Information
Name : Chia Wui Xuan
Nationality : Malaysian
IC No. : 891219-01-5015
Age : 22
Date of Birth : 19 December 1989
Race : Chinese
Address : 13, Jalan 3, Taman Sri Kluang, 86000 Kluang, Johor.
E-mail Address : [email protected]
Contact No. : 017-7007024
B. Academic Qualification
Primary School
Institution : Sekolah Rendah Jenis Kebangsaan ( C ) Chong Eng
Duration : Year 1996 – Year 2001
Secondary School
Institution : Chong Hwa High School
Duration : Year 2002 – Year 2007
Bachelor of Degree
Institution : University Tunku Abdul Rahman
Course : Bachelor of Business Administration ( HONS ) Entrepreneurship
Duration : May 2008 – May 2011
C. Extra- Curricular Activities, Achievements and Involvements
Course-Based Society
Entrepreneurship Society, Ordinary Member, Year 2008- Year2011
Young Entrepreneurship Society, Ordinary Member, Year 2008- Year 2011
Non course- based Society
Institution : Mersing
Society/ Club : National Service
Achievement : Member
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Duration : Jan 2008 – March 2008
D. Working Experience
Company : Wei Tat Plastic Mould Company
Position : Technician
Company : BCB Sdn Bhd
Position : Public Relation
Company : M2 Photo Shop
Position : Supervisor
E. Personal Abilities
Personal Values
* Strong Leading Ability
* Well communicate with subordinates
* Willing to accept self- Improvement
Language Skills
Written : English, Malay, Chinese.
Spoken : English, Malay, Mandarin, Cantonese.
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Appendix L4
Resume Marketing And Sales Manager
A. Personal Information
Name : Foo Yih Shiou
Nationality : Malaysian
IC No. : 8812119-08-5671
Age : 22
Date of Birth : 19 December 1988
Race : Chinese
Address : 32, KG Baru, GNG Hijau, 31550 Pusing, Perak.
E-mail Address : [email protected]
Contact No. : 016-5301688
B. Academic Qualification
Primary School
Institution : Sekolah Rendah Jenis Kebangsaan (C) Gunung Hijau
Duration : Year 1995 – Year 2000
Secondary School
Institution : Sekolah Menengah Kebangsaan Pusing
Duration : Year 2001 – Year 2005
Pre- University
Institution : Sekolah Menengah Kebangsaan Sultan Yussuf
Duration : May 2007 – May 2008
Bachelor of Degree
Institution : University Tunku Abdul Rahman
Course : Bachelor of Business Administration (HONS) Entrepreneurship
Duration : May 2008 – May 2011
C. Extra- Curricular Activities, Achievements and Involvements
Course-Based Society
Entrepreneurship Society, Ordinary Member, Year 2008- Year2011
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Non course- based Society
Institution : SMK Pusing
Society/ Club : Chinese Language Soceity
Achievement : Active Member
Duration : Year 2001 – Year 2005
Institution : SMK Pusing
Society/ Club : Basketball Team
Achievement : Active Member
Duration : Year 2003- Year 2005
Institution : SMK Sultan Yussuf
Society/ Club : Basketball Team
Achievement : Active Member
Duration : 2005
Institution : SMK Sultan Yussuf
Society/ Club : Kadet Polis
Achievement : Active Member
Duration : Year 2008 – Year 2009
Institution : University Tunku Abdul Rahman
Society/ Club : Sport Club
Achievement : Active Member
Duration : Year 2007 – Year 2011
D. Working Experience
Company : Crystal Jade Meal Restaurant
Position : Waiter
Company : Crystal Jade Meal Restaurant
Position : Cashier
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E. Personal Abilities
Personal Values
~ Self-Motivated and self- Improvement
~ Strong Leading Ability
~ High responsibility in doing work
~ Problem Solving and responsibility
Language Skills
Written : English, Malay and Chinese
Spoken : English, Malay, Mandarin and Cantonese
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Appendix M
New Business Registration Guideline
GUIDELINES FOR REGISTRATION OF NEW BUSINESS
Business includes every form of trade, commerce, craftsmanship, calling,
profession or other activity carried on for the purposes of gain, but does not
include any office or employment or any charitable undertaking or any
occupation specified in the schedule under the provisions of the Business
Registration Act 1956 (ROBA 1956). Business that may be registered under
the ROBA 1956 is a business operating in West Malaysia which includes
Peninsular Malaysia and the Federal Territory. The types of business are as
follows :
1. Sole Proprietorship – a business wholly owned by a single owner
2. Partnership – a business owned by at least two (2) persons and not
more than twenty (20) partners.
Registration Procedure
1. Business may be registered using personal name or using a trade
name.
a) The business name using personal name as stated in the identity
card is not required to apply for business name.
Example: Ruslan bin Mohamed, Siow Ah Thai or, Ramasamy a/l
Mutusamy
b) Trade Name is the name of the proposed business and must obtain
prior approval from the Registrar of Business.
Example: Kedai Dobi Mewah, Lucky Star Catering or, ABS Unggul
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Enterprise.
2. Complete the Business Registration Form (Form A) with the following
information :
a) Business name
b) Commencement date of business
c) Principal place of business
d) The address of the branch of business (if any)
e) Information of owner and partners
f) Type of business carried out
g) Provide a copy of the Partnership Agreement (if any)
3. Every business owner and partner must sign the completed Form.
4. Person responsible must submit the application to counter or through
online via SSM e-Lodgement services in the SSM‟s website at
www.ssm.com.my.
5. Documents to be attached are as follows:
a) Photocopy of owner and/ or partner‟s identity card;
b) Permit, licence or Supporting letter for the type of business e.g
Nurseries (Department of Social Welfare), Kindergarten, Tuition
Centres, Schools/College (Ministry/ Department of Education); and
c) Approval or Supporting Letter from relevant agency if required by
the Registrar of Business.
Requirement
1. Owner must be a Malaysian Citizen or Permanent Resident of Malaysia.
2. Owner must be aged between 18 years and above.
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3. Register the business not later than thirty (30) days from the date of
commencement of business.
4. The nature of the registered business should not contravene any laws
or likely to be used for unlawful purposes or any purpose prejudicial to
or incompatible with the security of the Federation, public order or
morality.
Registration Fee
1. Sole proprietorship using personal name as stated in the identity card
– RM30.00
2. Sole proprietorship or partnership using trade name - RM60.00
3. Registration of branches – RM5.00 for each branch
4. Business Information Print-out – RM10.00
General Guide
1. A new business registration may valid for a period of one (1) year and
does not exceed five (5) years on each registration.
2. Business Registration Certificate can be obtained within one (1) hour
from the time payment is made.
3. A person who carries on business without registering a business
commits an offence under the ROBA 1956 and if found guilty be fined
not exceeding RM50,000 or imprisonment for a term not exceeding
two (2) years or both.
4. Even though businesses have been registered with SSM, business
owners are responsible to obtain licences, permits or approval letters
from other relevant authorities in order to operate their businesses.
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Appendix N
Business Name Registration Guideline
GUIDELINES FOR BUSINESS NAME APPLICATION
1. A business name represents a style or topic that is used to
recognise the identity of the business carried out.
2. A business name can be categorized into two (2) types :
a) Personal name as stated in the identity card is not required
to apply for approval of the business name.
Example: Ruslan bin Mohamed, Siow Ah Thai or, Ramasamy
a/l Mutusamy.
b) Trade Name is the name of the proposed business and must
obtain prior approval from the Registrar of Business at
Suruhanjaya Syarikat Malaysia.
Example: Kedai Dobi Mewah, Lucky Star Catering, or ABS
Unggul Enterprise.
Procedure
1. Complete the Business Name Approval Form (Form PNA.42)
with three (3) proposed business names. Business names will
be approved according to priority and will be attached to the
New Business Registration Form (Form A) at the counter.
2. Person responsible is either the business owner or partner must
submit the application to counter or through online via SSM e-
Lodgement services in the SSM‟s website at www.ssm.com.my
Additional Information
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1. Business name should not be too long that is not more than
fifty (50) characters including spaces between words.
2. The use of numbers, sign and symbols are not allowed as part
of a business name.
3. Gazetted words under Government Gazette No. 716 dated 30
January 1997, Gazette Amendments of 2001 and the names
that administratively controlled under the Companies Act 1965
will also be considered controlled for a business name.
Government Gazette and Guidelines on Company Name can be
viewed in the SSM‟s website at www.ssm.com.my
4. Besides obtaining approval from SSM for the use of the words
Nurseries, Care Centre, Kindergarten, Tuition Centres, Colleges
and Schools as part of business name must obtain the approval
of business names, business owners must also obtain written
permission from other relevant agencies prior to registering the
business.
5. Business name registered must be in accordance with the type
of business.
6. The business name registered cannot be altered or changed
once the business is registered.
RULE 15, REGISTRATION OF BUSINESSES RULES 1957
Business names that shall not be registered except with the
consent of the Minister
(1) Except with the consent of the Minister, no business shall be
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registered by a name which,
(a) contains any word suggesting connection with the Yang di-
Pertuan Agong, the Raja Permaisuri Agong or the Ruler of a
state or a member of the Royal Family or Royal patronage,
including such words as “Royal” or any equivalent expression;
(b) contains any word suggesting connection with the Federal
or a State government department, statutory body, authority or
agency or any municipality or other local authority, including
such words as “Federal”, “State” or “National”;
(c) contains any word suggesting connection with any Asean,
Commonwealth or other foreign government or with the United
Nations or any other international organization;
(d) contains the word “Chartered” or any words suggesting
connection with any Society or body incorporated by Royal
Charter ;
(e) contains the word “Association” “Union”, “Foundation”,
“Trust”, “Forces”, “Co-operative”, “International” or any
equivalent expression;
(f) contains any word that is blasphemous or likely to be
offensive to members of the public;
(g) contains any word that is misleading as to the nature, scope
or importance of the business carried on or to be carried on
under such name;
(h) contains any word that is offensive to any race or religion.
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(2) The Registrar with the consent of the Minister may restrict the
usage of any other names which in his opinion is undesirable and the
Registrar shall cause such names to be published in the Gazette.
GOVERNMENT GAZETTE BIL DATED 30 JANUARY 1997
Direction of the Minister under Sections 22(1) and 341
Companies Act 1965
Pursuant to section 22(1) and 341 Companies Act 1965, the Minister
directs the Registrar of Companies not to accept for registration any
name of a company or a foreign company that is a name or a name
of kind mentioned in the Schedule unless prior approval of the
Minister has been obtained.
SCHEDULE
(a) Names suggesting connection with a member of the Royal Family
or Royal patronage including names containing such words as
“Royal”, “King”, “Queen”, “Prince”, “Princess”, “Crown”, “Regent”,
“Imperial”;
(b) Names suggesting connection with a State or Federal government
department, statutory body, authority or government agency or any
municipality or other local authority including names containing such
words as “Federal”, “State”, “National”;
(c) Names suggesting connection with any Asean, Commonwealth or
foreign government or with the United Nation or with any other
international organisation or cartel including names containing such
words as “ASEAN”, “UNESCO”, “NATO”, “EEC”, “OPEC”;
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(d) Names suggesting connection with any political party, society,
trade union, co-operative society or building society;
(e) Names including the following words or any words of like import:
“Bank”, “Banker”, “Banking”, “Bumiputra”, “Bureau”, “Chamber of
Commerce and Industry”, “Chamber of Manufacturers”, “Chartered”,
“College”, “Consmer”, “Council”, “Credit”, “Exchange”, “Executor”,
“Fair Price”, “Finance”, “Foundation”, “Fund”, “Guarantee”,
“Institute”, “Insurance”, “Investment”, “International”, “Leasing”,
“Made in Malaysia”, “Prime”, “Registry”, “Treasury”, “Trust”, “Unit
Trust”, “University”;
(f) Names that are misleadimg as to the identity, nature, objects or
purposes of a company or in any other manner;
(g) Names that are blasphemous or likely to be offensive to members
of the public;
(h) Names which –
(i) are translation of a name of a company or foreign company
registered under the Act; or
(ii) may resemble or be mistaken for the name of any other
company or foreign company registered under the Act; or
(iii) may resemble or be mistaken for a name that is being
reserved for the purpose of incorporation of a new company or
registration of a foreign company or for the purpose of a
change of name of a company or foreign company registered
under the Act.
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Appendix O
Partnership Agreement
Partnership Agreement
This Partnership Agreement is made on 11 August 2011 between Ong Kean Haw,
Chia Wui Xuan, Foo Yih Shiou and Chia Wui Xuan.
1. Name and Business
The parties hereby form a partnership under the name of Pillow Master to
produce Pillow. The principal office of the business shall be Lot 003, Ground
Floor, Mid Valley.
2. Term
The partnership shall begin on 11-8-2011, and shall continue until terminated.
3. Capital
The capital of the partnership shall be contributed in cash by the partners as
follows:
A separate capital account shall be maintained for each partner.
Neither partner shall withdraw any part of their capital account.
Upon the demand of either partner, the capital accounts of the partners shall
be maintained at all times in the proportions in which the partners share in
the profits and losses of the partnership.
4. Profit and Loss
The net profits of the partnership shall be divided equally between the partners
and the net losses shall be borne equally by them. A separate income account
shall be maintained for each partner. Partnership profits and losses shall be
charged or credited to the separate income account of each partner. If a partner
has no credit balance in their income account, losses shall be charged to their
capital account.
5. Salaries and Withdrawals
Neither partner shall receive any salary for services rendered to the partnership.
Each partner may, from time to time, withdraw the credit balance in their income
account.
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6. Interest
No interest shall be paid on the initial contributions to the capital of the
partnership or on any subsequent contributions of capital.
7. Management Duties and Restrictions
The partners shall have equal rights in the management of the partnership
business, and each partner shall devote their entire time to the conduct of the
business. Without the consent of the other partner neither partner shall on behalf
of the partnership borrow or lend money, or make, deliver, or accept any
commercial paper, or execute any mortgage, security agreement, bond, or lease,
or purchase or contract to purchase, or sell or contract to sell any property for or
of the partnership other than the type of property bought and sold in the regular
course of its business.
8. Banking
All funds of the partnership shall be deposited in its name in such checking
account or accounts as shall be designated by the partners. All withdrawals
therefrom are to be made upon checks signed by either partner.
9. Books
The partnership books shall be maintained at the principal office of the
partnership, and each partner shall at all times have access thereto. The books
shall be kept on a fiscal year basis, and shall be closed and balanced at the end of
each fiscal year. An audit shall be made as of the closing date.
10. Voluntary Termination
The partnership may be dissolved at any time by agreement of the partners, in
which event the partners shall proceed with reasonable promptness to liquidate
the business of the partnership. The partnership name shall be sold with the other
assets of the business. The assets of the partnership business shall be used and
distributed in the following order:
(a) to pay or provide for the payment of all partnership liabilities and
liquidating expenses and obligations;
(b) to equalize the income accounts of the partners;
(c) to discharge the balance of the income accounts of the partners;
(d) to equalize the capital accounts of the partners; and
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(e) to discharge the balance of the capital accounts of the partners.
11. Death
Upon the death of either partner, the surviving partner shall have the right either
to purchase the interest of the decedent in the partnership or to terminate and
liquidate the partnership business. If the surviving partner elects to purchase the
decedent's interest, he shall serve notice in writing of such election, within three
months after the death of the decedent, upon the executor or administrator of the
decedent, or, if at the time of such election no legal representative has been
appointed, upon any one of the known legal heirs of the decedent at the last-
known address of such heir.
(a) If the surviving partner elects to purchase the interest of the decedent in
the partnership, the purchase price shall be equal to the decedent's capital
account as at the date of their death plus the decedent's income account as at
the end of the prior fiscal year, increased by their share of partnership profits
or decreased by their share of partnership losses for the period from the
beginning of the fiscal year in which their death occurred until the end of the
calendar month in which their death occurred, and decreased by withdrawals
charged to their income account during such period. No allowance shall be
made for goodwill, trade name, patents, or other intangible assets, except as
those assets have been reflected on the partnership books immediately prior
to the decedent's death; but the survivor shall nevertheless be entitled to use
the trade name of the partnership.
(b) Except as herein otherwise stated, the procedure as to liquidation and
distribution of the assets of the partnership business shall be the same as
stated in paragraph 10 with reference to voluntary termination.
12. Arbitration
Any controversy or claim arising out of or relating to this Agreement, or the
breach hereof, shall be settled by arbitration in accordance with the rules, then
obtaining, of the American Arbitration Association, and judgment upon the
award rendered may be entered in any court having jurisdiction thereof. In
witness whereof the parties have signed this Agreement.
Executed this _____11 ________ day of _______August__________, 2011 in Kuala
Lumpur.
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Name of partners: Wong Shiu Yuen
Date: 11 August 2011
Name of partners: Foo Yih Shiou
Date: 11 August 2011
Name of partners: Ong Kean Haw
Date: 11 August 2011
Name of partners: Chia Wui Xuan
Date: 11 August 2011
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Appendix P
Business Registration Form
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Appendix Q
Business Name Registration Form
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Appendix R
Trademark Registration Form
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Appendix S
Patent Registration Form
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Appendix T
Pro Forma Income Statement for 3 Years
Pro Forma Income Statement for Year 2012
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Pro Forma Income Statement for Year 2013
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Pro Forma Income Statement for Year 2014
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Appendix U
Cash Flow Projection for 3 Years
Cash Flow Projection for year 2012
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Cash Flow Projection for year 2013
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Cash Flow Projection for year 2014
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Appendix V
Pro Forma Balance Sheet for 3 Years
Pro Forma Balance Sheet for year 2012
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Pro Forma Balance Sheet for year 2013
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Pro Forma Balance Sheet for Year 2014
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Appendix W
EPF Form
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Appendix X
Socso Form
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